SBD/Issue 88/Sponsorships, Advertising & Marketing

Super Bowl Marketing News: Cadillac Responds To Brady Suit

Cadillac attorneys have been working on a settlement agreement with Patriots QB Tom Brady “for nearly a year over the unauthorized use” of Brady’s image in a print ad after his contract with the company expired, according to Fee & Raposa of the BOSTON HERALD. Brady has filed a $2M lawsuit against GM, but Cadillac Dir of Communications Jeff Kuhlman said, “Their demands are 20 times more than the amount paid to use his likeness for an entire season.” Kuhlman called the timing of Brady’s lawsuit “a bit shocking,” since Cadillac sponsors the Super Bowl and gives a car to the game’s MVP. Brady has won two of the last three Super Bowl MVP awards. Cadillac has no input on who wins the award, and Kuhlman added, “If Tom wins this year, he’ll have his choice of Cadillacs” (BOSTON HERALD, 1/27).

NFL Has Lofty Expectations
For Eagles Merchandise

NOT BIRD FEED: USA TODAY’s Larry Weisman reports that as of noon ET Wednesday, had sold 13,000 Eagles NFC Championship hats and T-shirts, a “three-day record for that outlet.” NFL Senior VP/Consumer Products Mark Holtzman: “We expect the Eagles to be among the top selling conference champions of all time.” Eagles merchandise “already was among the leaguewide sales leaders this season.” Reebok’s sales figures through January 18 rank the replica jerseys of WR Terrell Owens’ No. 81 third, QB Donovan McNabb’s No. 5 fourth and DE Jevon Kearse’s No. 93 16th (USA TODAY, 1/27).

SOCKED AWAY?’s Chris Isidore reported SportScanInfo data shows that sales of Patriots merchandise over the last four weeks is down 37% from the same period last year. Over that span, Patriots LB Tedy Bruschi’s No. 54 jersey is the team’s most-popular seller, ranking 20th overall in league-wide sales. Nine of the top ten jerseys are players from the other conference championship teams — the Steelers, Eagles and Falcons. Colts QB Peyton Manning’s No. 18 jersey is the only one ranked in the top ten from a non-conference championship team. SportScanInfo Dir of Marketing Neil Schwartz, on demand for Patriots merchandise: “It looks like they’ve become a little blasé.” The Patriots still rank third in the NFL for licensed merchandise sales, behind the Steelers and Eagles (, 1/26).

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