It's Super Bowl week, and Eli Lunzer is tackling a different side of sports

(JNS) - For Eli Lunzer, the road to Super Bowl Super LVI started weeks before the team match-ups were determined. Lunzer will arrive in Los Angeles for a nonstop week of work before the Cincinnati Bengals and Los Angeles Rams players even get to SoFi Stadium for kickoff, scheduled for Sunday at 6:30 p.m. EST. And he will work around the clock, except for Shabbat, for a solid week.

"I am a shadchan," says Lunzer, using the Yiddish word for "matchmaker." Meaning, he explains, "I connect brands, athletes, influential talents and celebrities."

The Jewishly observant Manhattan resident in his early...