Early this morning, just seconds after the clock struck midnight, hordes of Justin Timberlake and Jay-Z fans all around the world put on a suit and tie.

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Lead designer Jay Wilson said he hoped fans would be excited by the new version.

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He earned the nickname "The Hardest Working Man in Show Business" and often tried to prove it to his fans, said Jay Ross, his lawyer of 15 years.

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Approximately 200 fans gathered to get a glimpse of Jay-Z who spoke briefly with an American Flag in the background.

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On the evening before the Super Bowl a mix of celebrities (including home run king Barry Bonds and hip-hop impresario Jay-Z), high rollers and rabid fans crammed into the 12, 000-seat arena at Mandalay Bay in Las Vegas.

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As he admits, they already attracted people to the brand with the color scheme, the fans' connection to Brooklyn and the relationship with minority owner and entertainer Jay-Z.

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But they really gained momentum in the mid-1990s, according to Las Vegas Hilton Vice President Jay Kornegay, following a string of one-sided Super Bowls that had bored fans looking for more action.

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Stanley Cup finals telecasts involving Detroit, Boston, Pittsburgh or Chicago are pretty much a lock to draw 4.5 million viewers, which is a big number for hockey in the U.S. "Within the hockey universe, fans have this strange ability to look at the matchups and find their reasons to watch, " said Jay Rosenstein, the former vice president of programming at CBS Sports.

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