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SBD/27/Sponsorships Advertising Marketing
AS ENDORSER, WILL JAKE THE SNAKE BE A RATTLER OR A GARDENER?
Published March 27, 1998
Cardinals QB Jake Plummer "could be coming soon" to TVs, radios and billboards in AZ, according to Kent Somers of the ARIZONA REPUBLIC. ISI Exec VP Steve Rosner said that the plan for Plummer, who recently signed with the NJ-based company, is to "represent two to three local companies this year and then perhaps expand to national markets." Somers writes that Plummer has already "reaped benefits" from a solid rookie season, during which he met incentive clauses with Nike and Logo Athletic. In addition, the NFL Quarterback Club "has invited Plummer to join." Marketers estimate that Plummer "can expect to make" $150,000-$200,000 from deals already in place, and another $50,000-$100,000 in new local deals. Somers notes "obstacles" in Plummer's marketing process, including the Cardinals' reputation as "one of the league's worst franchises," and to Plummer's involvement in a Tempe nightclub incident last year as things that might "tarnish" his image. However, local marketers "don't think" those problems will affect his marketability, and Somers writes that Plummer may have "more marketing potential than any other Cardinal has had since the team moved to Arizona" in '89 (ARIZONA REPUBLIC, 3/27).