Yeah, but that doesn't make sense. If he wanted the media spotlight on him for more attention (which you claim is his goal - the most attention possible), he would've waited until just after the Super Bowl or around the draft, when interest in football is still high and he can still be a big focus of attention. Retiring now guarantees he's merely a brief "oh, and in other news" sort of thing.
Unless he has some sort of vendetta against the teams or players in the Super Bowl where he doesn't want them getting attention or something or you think that Emmitt decided to retire now specifically so that everyone would talk about his Super Bowl achievements, which they would've talked about anyway, I guess.