As Super Bowl bets go this is probably the craziest in the 48 years the wonderful title-game decider has been going.
Gallery Furniture lost $7 million Sunday because of a deal they made with shoppers whereby they would get their money back if Seattle beat Denver in Super Bowl XLVIII.
Shoppers were urged to spend £6,000 or more on furniture in their store and have it delivered before kick-off. If the Seahawks prevailed, the store in Houston insisted it would give the customers their money back.
It seems around 1,000 people got on board with the crazy idea and the company is now set to take the million dollar hit today.
But the CEO, Jim McIngvale, of the Texas-based company revealed he was 'thrilled' with the way things panned out, although he did admit the money loss is not ideal.
"Doing a promotion like this creates affinity, creates trust with the customer, makes you relevant," said McIngvale, who is nicknamed "Mattress Mack" and has been known in the marketing community for his renegade promotions.
"We already have people sending us videos of them jumping up and down celebrating, so I have no doubt that what we will lose is already worth it to our business."
I suppose any publicity is publicity, but this does sound like taking it too far.
Ah well! All in the name of football.