Super Bowl

Cops in Arizona wanna make sure ... if you're scoring during Super Bowl week, you better not be paying for it -- and that's why they've busted 7 women for prostitution in the past 48 hours.

Law enforcement in Maricopa County tell us they're expecting a major increase in prostitution over the next few days -- with a reported 300,000 visitors flocking to town for the big game.

We're told law enforcement is setting up several sting operations targeting prostitution in the area of the stadium -- and over the past 2 days, they've already busted 7 women.

There will be tons of scoring OFF the football field in Arizona this weekend ... cause TMZ Sports has learned that the dating app Tinder is BLOWING UP with randy pigskin fans looking for some tight ends.

We spoke to our Tinder sources (we have them) and they tell us ... since Wednesday activity in the Phoenix area -- where the game is being played -- has "tremendously spiked."

We're also told ... with 300,000 people expected for the big game some type of upswing is normal -- with other sporting events like the World Cup and Olympics (hello Olympic village) seeing the same thing -- but they can't explain why usage shot up so far ahead of the big event this time.

We might have an idea ...

Tiger Woods happens to be playing in the Phoenix Open this week. #JustAThought.

If you thought Richard Sherman's "Don't Ever Talk About Me" rant was priceless, think again -- 'cause the NFL star's brother tells us it made the family a TON of money!!

Richard's older brother Branton Sherman -- who's also the business manager for the Richard Sherman Family Foundation -- is out in PHX to root for the Seahawks ... when he we asked how he felt about the legendary moment with Erin Andrews last year.

"We made so much money off of that whole deal," Branton says ... "It was a good thing for us!"

Even Branton's mom was able to cash in ... he says the rant helped Richard and their mother lock up a commercial for Campbell's Soup ... and now they get more free soup than they ever could've imagined!

"We got Campbell's Soup up the ass man!"

One last thing ... even though Richard is widely regarded as the best defensive player in the league, Branton still says he could take 'em.

"I'm the big brother."

Talk about putting your money where your mouth is ... pro athletes are now spending THOUSANDS of dollars to pimp out their mouthpieces with diamonds and gold ... TMZ Sports has learned.

In fact, NBA star Nate Robinson is part of the "pimp your mouthpiece" movement -- and recently picked up a $5,300 customized mouthguard that's chock-full of real gold foil.

The man behind the piece is Dr. Michael Wright of "The WrightGuard" ... who tells us high-end custom protection is becoming a major trend with athletes in a variety of sports ... from hoops to football and boxing.

In fact, Wright says he was recently approached by a NFL star who's playing in the Super Bowl (Wright says he can't reveal the player's ID) ... who requested a mouthpiece with some massive diamonds flanking the front.

"The Super Bowl athlete brought his own diamonds," Wright says ... "I don't know how many carats, but they were huge."

Wright says his mouthpieces are just as functional as they are flossy -- and says he has a special 3-layer process to make sure the gold, silver and/or diamonds are sealed in a way that it won't harm the user.

Wright says he's gotten some crazy requests from some of his athletes -- some people want team logos others want their Twitter handles -- and says team reps sometimes oversee the process to make sure the mouthpiece complies with uniform standards.

With so much customization at the pro level (mouthguards, cleats, etc) ... keep an eye out for the platinum diamond-encrusted jockstrap in the future.

Super Bowl? More like the Uber Bowl ... 'cause TMZ Sports has learned Uber drivers from all over Arizona are headed to Phoenix in droves ... hoping to cash in on that crazy Super Bowl traffic.

A rep for Uber tells us ... they've noticed a surge in drivers heading to Phoenix this week (from places like Flagstaff and Tucson) ... and it seems pretty obvious why.

With a full week of parties, events ... and of course the mad rush to the big game (surge pricing?) -- there could be A LOT of money to be made this week.

But get this ... Uber says drivers from out of state are out of luck ... because Uber drivers are only authorized to pick up passengers in the state where they are registered.

GoDaddy pulled its Super Bowl commercial featuring an adorable lost puppy doggy after it pissed off PETA. It's sad news for fans of hysterical commercials, puppies and also Danica Patrick.

Although DP really only lost about who .005 seconds of camera time ... so she'll be fine.

Newsflash -- Marshawn Lynch has a FUNNY side ... and here's the hilarious video that proves it.

The Seattle Seahawks running back teamed up with the enemy (Rob Gronkowski) for a hilarious video game battle on "Conan" ... which quickly turned into a comedy session

The segment is pretty hilarious ... with Lynch crackin' drug jokes ... Gronk making a boner pill joke ... and overall hilarity ensuing.

Unclear when the guys found time to shoot the bit -- which is set to air Thursday on TBS -- but it seems like the two NFL superstars really hit it off.

#RealityShowSpinoff? #Please #BeastMeetsGronk #LethalWeapon5? #ImJustHereSoIDontGetFined

Katy Perry's boobs could make you A LOT of money -- because they've just become the focal points of a new Super Bowl prop bet ... TMZ Sports has learned.

The cyber-gambling site BetOnline.ag is offering up a bet -- where you can place money on whether you think Katy will show cleavage or no cleavage during her Super Bowl halftime show.

Right now ... the odds are STRONGLY for boobage:

"Yes" is -500
"No" is +350

Translation -- if you bet "no," $100 gets you $350. If you bet "yes," you need to wager $500 to earn a measly $100.

Some other prop bets?

-- The coin toss
-- Color of the Gatorade thrown on the winning coach
-- Hoodie type worn by Bill Belichick (sleeves vs. no sleeves)
-- Katy Perry's wardrobe at the beginning of Halftime (pants vs. shorts vs. dress or skirt)
-- Length of the National Anthem

... and get this -- you can bet on who Barack Obama will pick to win the Super Bowl.

Good luck.

Several high-powered law enforcement agencies want everyone to know -- they're all working TOGETHER to protect the Super Bowl.

The NFL just issued a statement saying reps from the following agencies are on board:

-- Department of Homeland Security
-- Immigration and Customs Enforcement
-- FBI
-- United States Secret Service
-- Phoenix PD
-- Glendale PD

The entire gang is scheduled to brief the media on the security plans around 12 PM PT.

He's been called the "King of Trash Talk" ... and now UFC superstar Nick Diaz is spitting his venom right at New England Patriots coach Bill Belichick ... saying the guy is completely "full of s**t."

In a new promo spot for UFC 183, Diaz goes in on Coach B ... mocking his Deflate-Gate news conference ... and claiming that Bill's "been selling bulls**t this whole time."

Danica Patrick loses again ... this time, GoDaddy.com is PULLING their Super Bowl ad featuring the NASCAR driver over OUTRAGE from animal lovers.

The commercial -- called "Lost Dog" -- shows a puppy that falls out of a truck ... and then overcomes all odds to find its way back home.

Problem is, when the little guy returns home ... he finds out the owner used GoDaddy to set up a website to sell the dog to a new owner.

Needless to say, people are PISSED -- with some animal rights groups saying the commercial supports puppy mills and other "inhumane breeding" practices. PETA went nuts over it ... saying, "anyone who sells a dog online is a callous jerk."

GoDaddy's CEO Blake Irving got the message loud and clear ... and tweeted, "What should have been a fun and funny ad clearly missed the mark and we will not air it."

GoDaddy says it will still use it's 30 second Super Bowl slot (after all, they paid $4 mil for it) ... though so far, it's unclear what will run in its place.

Marshawn Lynch is being hammered with questions at Super Bowl media day.

His answer to all of them?

"I'm just here so I won't get fined."

Marshawn sat in front of the microphones sporting his sunglasses and a backpack -- and repeated over and over again, "Hey, I'm just here so I don't get fined."

He's said it at least 20 times already.

As you probably know, the NFL just fined Lynch $20k for grabbing his crotch during a TD celebration in the NFC championship game.

It's not the fact it costs $4 MILLION for 30 seconds, "Shark Tank" star Kevin O'Leary tells TMZ Sports there's another big problem when it comes to Super Bowl advertising.

Mr. Wonderful hit up Craig's in L.A. for dinner Monday -- when he explained why spending the money could be a great investment for the right company ... just not for him.

Eli Manning claims he doesn't give a crap about the pressure in his footballs -- and says the fact that Tom Brady obsesses over it seems incredibly strange to him ... and TMZ Sports has the footage.

The 2-time Super Bowl champ was a guest speaker at a private function at the New York Athletic Club last week when he was asked for his opinion on Deflate-Gate.

"I never worried really much about the inflation," Manning said ... "I thought it was kind of strange that [Tom] Brady knew he liked his ball at 12.5 pounds of pressure in the ball."

"That's the minimum number you can have ... seems kind of strange to me."

But get this, Manning says he's not convinced the pressure in the ball "is that big of a deal" ... and claims the Brady scandal is the first he's ever heard of an issue with inflation.

Manning -- who seems to be the bane of New England's existence when it comes to Super Bowls -- also told the crowd what he thinks could be the key to another Seattle victory.

The NFL has zeroed in on a New England Patriots locker room attendant who might be the cuplrit behind the deflated football scandal ... this according to a new report.

According to Jay Glazer and FOX Sports, surveillance video allegedly shows the attendant taking footballs from the official's locker room and going into another room at Gillette Stadium before bringing them to the field.

The attendant in question has already been interviewed by the league, according to Glazer. The NFL is trying to determine if any wrongdoing occurred.

T.O.'s callin' B.S. on T.B.

It's clear, the "Celebrity Apprentice" ain't buyin' Tom Brady's excuse that he had no idea his footballs were under-inflated during the AFC Championship game earlier this month.

Terrell Owens -- who played 15 seasons in the NFL -- told us it's "obvious" when the ball isn't pumped up to the league standard ... especially for a guy who has as much experience as Brady.