MELBOURNE, Fla. (USA TODAY) -- Michael Kott doesn't really have a favorite in Sunday'sSuper Bowl.

But if the presidentand chief executive of The Highland Mint had the chance to pick his dreammatchup it would be something along the lines of the Denver Broncos and theGreen Bay Packers.

"Green Bay has a very loyal fan base," said Kott, whose company for the past22 years has made the coin used in the Super Bowl's opening coin flip.

"And Peyton Manning and the Broncos were such a Cinderella story," Kott said."With Peyton coming back from an injury and leading the Broncos, it would havebeen a great storyline."

Regardless of Kott's dream Super Bowl teams, ultimately he's just glad hisMelbourne, Fla.,-based company gets to be part of it. He even gets a couple oftickets to one of the world's most popular sporting events, which this year isin New Orleans.

The Highland Mint commemorative, 1.5-inch diameter coin, not only will beused in the coin flip but also goes to the Pro Football Hall of Fame as part ofits Super Bowl XLVII display. The remaining 99 coins of the first 100 coinspressed are given to players and NFL dignitaries. The rest - about 9,900 - aresold to the public for $99.95.

The coins, made of silver with gold highlights, usually sell out, but withmore popular teams with bigger fan bases, Kott sometimes also can sell specialframed packages that might include a Super Bowl program, a piece of the turf, ora section of one of the game footballs.

Since opening its doors nearly a quarter-century ago, the privately heldHighland Mint has been building up a sports commemorative company that makescoins and other products for all major sporting events and theme parks likeDisney and Universal.

Its staff of about 120 people - sales, marketing and manufacturing employees- have shown they can maneuver their way successfully in the competitive,multi-billion dollar sports memorabilia and collectibles market.

Of late, that market has been soft, said Ted Taylor, adjunct professor ofbusiness communications at Chestnut Hill College in Philadelphia. He also ranSTAT Authentic, an authentication and appraisal company.

Taylor has high praise for The Highland Mint products but said it's a toughmarket out there for sports collectibles.

"The sports memorabilia business is down right now, probably because of theeconomy," Taylor said.

"I think it's going to come back. I mean, these things are not getting anynewer. But my advice to people is that if they don't have to sell a particularitem, then don't sell it."