SBD/Issue 236/Sponsorships, Advertising & Marketing

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  • Exclusive Survey Names Peyton Manning Most Marketable NFLer

    By Jon Show, Senior Staff Writer

    Peyton Manning Named
    Most Marketable NFL Player
    Some of the most marketable players in NFL history have lined up at quarterback, and among current rosters, Colts QB Peyton Manning and Patriots QB Tom Brady stand apart, according to a survey of 56 sports marketing and media execs conducted by THE DAILY. Manning was voted the most marketable player in the NFL with nearly 52% of first-place votes, followed by Brady’s 34%. Overall, six of the top ten players named are quarterbacks, a trend that is closely mirrored in our last survey in ’02. “Marketers are looking for personalities that can help re-enforce their brand equities and break through to reach consumers,” said IMG Consulting Senior VP David Abrutyn. “And more often than not, the quarterback position delivers these personalities.”

    METHOD TO THE MADNESS: All respondents were asked to list, in order, who they think are the three most marketable players (rookie or veteran) in the NFL. Points were awarded on a three-point scale, with three points for a first-place vote, two points for second place and one point for third.

    RK
    NAME
    1ST-PLACE
    2ND-PLACE
    3RD-PLACE
    TOTAL POINTS
    % ALL POINTS
    % 1ST-PLACE
    1) Peyton Manning
    29
    7
    13
    114
    33.9%
    51.8%
    2) Tom Brady
    19
    19
    5
    100
    29.8%
    33.9%
    3) Reggie Bush
    2
    6
    10
    28
    8.3%
    3.6%
    4) Ben Roethlisberger
    1
    4
    3
    14
    4.2%
    1.8%
    5) Brett Favre
    0
    5
    3
    13
    3.9%
    0.0%
    6) Donovan McNabb
    2
    1
    4
    12
    3.6%
    3.6%
    7) Tiki Barber
    1
    2
    3
    10
    3.0%
    1.8%
    8) Terrell Owens
    1
    3
    0
    9
    2.7%
    1.8%
    9) Michael Vick
    0
    2
    3
    7
    2.1%
    0.0%
    10) LaDainian Tomlinson
    0
    1
    4
    6
    1.8%
    0.0%
    t11) Shaun Alexander
    0
    2
    1
    5
    1.5%
    0.0%
    t11) Chad Johnson
    1
    0
    2
    5
    1.5%
    1.8%
    t11) Eli Manning
    0
    2
    1
    5
    1.5%
    0.0%
    t11) Brian Urlacher
    0
    1
    3
    5
    1.5%
    0.0%
    15) Tony Gonzalez
    0
    1
    1
    3
    0.9%
    0.0%

    MANNING THE HELM: Fresh off signing a new deal with DirecTV that includes brother Eli and father Archie, Manning also has contracts with Sprint, MasterCard, Reebok, and Gatorade, among others. The Manning family’s NFL lineage and charitable contributions in the Gulf Coast were cited by more than one respondent. “His reputation is impeccable, and the work he and his family did after the nightmare of Katrina further solidifies the greatness of his character and work ethic,” said CSMG Int'l Exec VP/Player Marketing Nova Lanktree. “The NFL family connection is also very appealing to Corporate America and he brings a brother and a great father to the marketplace table.” Most respondents heaped praise on Manning, but others pointed out his lack of a Super Bowl title. One ESPN programming exec said, “He needs to win a Super Bowl to bring his marketability to an even higher level.” And while some of his newer TV spots — Sprint in particular — display Manning’s sense of humor, some suggested more of a focus in that area. “Manning has the bloodlines, the mainstream appeal and impressive numbers marketers like to associate with,” said The Bonham Group Chair & CEO Dean Bonham. “Although he needs to display more personality.”

    Brady’s All-American Look
    Cited By Many Voters
    GROWING UP BRADY: Nearly every respondent who voted for Brady cited one of three things: looks, crossover appeal and Super Bowl rings. Brady’s current endorsement deals include Nike, Movado and Sirius. Sportscorp President Marc Ganis said, “Brady is the biggest star on the most glamorous and successful team of the decade; movie star looks with a movie star girlfriend. Articulate. Doesn’t let all the attention go to his head.” Visa Senior VP/Event & Sponsorship Marketing Michael Lynch, whose company featured Brady in ads last season, added, “It’s pretty hard to beat Tom Brady for marketability. He’s that perfect combination of attitude and crossover appeal, combined with results on the field that all define him as a winner.” Strategic President Peter Stern: “He has the perfect marketing recipe, a sixth-round underdog with good looks who continually performs on the biggest stage. Tom is a solid selection for Madison Avenue.”

    BURNING BUSH: Saints RB Reggie Bush has exploded onto the scene in his rookie NFL season, inking high-profile deals with Subway, PepsiCo, Hummer, adidas and EA Sports. His focus on redirecting some endorsement dollars for Hurricane Katrina relief has also helped expand his exposure. An overwhelming number of voters (83%) also named Bush the most marketable rookie. “His ‘did you see that’ quality can only facilitate, and accelerate, his ability to enjoy significant and immediate marketing success,” said OnSport Senior VP Malcolm Turner. Visa’s Lynch added, “You have to feel like his creativity and poise will translate well at the next level. He's the kind of player that makes you stay up late for the highlight show.” But Insight Sports Networks Senior Dir of Programming & Production Corey Russell cautioned, “Companies are jumping too early on the Reggie Bush marketing bandwagon. Give him a year to establish a presence.”

    FOURTH & FIVE: Super Bowl champion Ben Roethlisberger placed fourth in the survey. He has deals with Nike, Campbell’s and ProTrade, among others, and counts his own line of beef jerky and BBQ sauce through PLB Sports. “Big Ben has rugged blue collar appeal that could sell anything from trucks to home improvement products to fast food burgers,” said Pickett Advertising Exec Creative Dir Bob Dorfman. “His focus so far has been mainly on regional deals, but his future on the national stage looks very bright.” Future Pro Football HOFer Brett Favre placed fifth. Favre’s endorsement portfolio includes Snapper, Prilosec, Sensodyne and Starter/Nike. He also recently signed a two-year deal with Rayovac despite speculation that this will be his final season. Leverage Sports Agency VP Randy Walker: “I think when his playing career is over, he can slide into a class of John Elway, Dan Marino, Joe Montana: star NFL quarterbacks who continually stay in the public eye via corporate relationships.” Inside Out Sports & Entertainment Founding Partner Jon Venison: “I believe Brett Favre to have the most crossover appeal of any NFL quarterback since Joe Montana and Joe Namath. He is an MVP quarterback with a Hollywood smile and boy-next-door charm. Quite simply, Brett has something for everyone.”

    Some Consider Terrell Owens’
    Bad Boy Image A Plus
    GET A T.O.? After being dumped by the Eagles last season and finding a new home in Dallas, Terrell Owens was voted the eighth most marketable player. While he has once again been the focus of controversy, some believe that Owens has a strong marketing future. “I know this sounds crazy,” said HBO Sports President Ross Greenburg, “but if he can get a personality transplant, and become a positive mental and physical force on Bill Parcells’ Cowboys, he can pull off a George Foreman and reinvent himself as a marketable athlete.” Masterfoods USA Dir of Sponsorships & Sports Marketing William Clements Jr. added, “They all hate him, but they all talk about him. He is the bad boy of the NFL, and once he gets healthy and starts playing he's going to light things up. ... I'd probably rank him No. 1 if it wasn't for his injury and the stuff going on right now.” Lundy Marketing Group President Larry Lundy: “It's only a matter of time before a company takes a chance on the most talked about player in the NFL.”

    RETIREES: Retired players were not eligible in our survey, but a few respondents cited the growing marketability of some retirees that have stayed in the spotlight through endorsements and/or media jobs. 16W Marketing Senior Dir of Talent Marketing Bob Philp: “There is a growing number of retired guys that also have an appeal as endorsers, especially when it comes to targeting a more mature demographic. Guys like Howie Long, Dan Marino, Boomer Esiason, Phil Simms, Joe Theismann and Terry Bradshaw have done well in the corporate world because of their past achievements on the field as well as their success as broadcasters and in the business world.”

    Print | Tags: Dallas Cowboys, DirecTV, EA Sports, ESPN, HBO, IMG, Indianapolis Colts, MasterCard, New England Patriots, NFL, Nike, PepsiCo, Philadelphia Eagles, Reebok, Sprint, Time Warner, Visa, Walt Disney
  • Media Sales For NFL Games Outpacing General Upfront Spend

    Beer Among Categories Selling Well
    NFL TV partners “are commanding [6-7%] across-the-board increases in advertising rates during NFL games this fall, despite an overall market that is generally flat,” according to John Ourand in this week’s SPORTSBUSINESS JOURNAL. ESPN’s “MNF” is “virtually sold out,” while Fox and NBC said that 85% of their ad inventory has been sold. CBS indicated that 80% of its inventory was sold. An informal survey of media buyers found that NBC “is commanding an average of about $315,000 for 30-second spots.” Fox and CBS “are bringing in an average of about $275,000 for 30-second spots on national games, and up to $125,000 for regional games.” ESPN is getting “about $200,000 for its 30-second spots.” Optimedia Exec VP & Dir of National Electronic Media Larry Novenstern: “This is a big win for the networks when you look at what happened during the [flat] prime-time upfront.”

    ESPN: ESPN said that “beer and auto sales are strong,” and the net has also signed some clients “new to the NFL, such as Men’s Wearhouse.” Toyota and Lexus will the sponsor the “MNF” halftime show, Miller Lite will sponsor “NFL Primetime,” which is now on Mondays at 6:00pm ET, and UPS will sponsor “NFL Countdown.” General Motors has product placement during ESPN’s “MNF” intro (SBJ, 9/4 issue). Wal-Mart also signed an integrated multiplatform sponsorship of ESPN's “MNF” telecasts for the ’06-07 (THE DAILY).

    NBC: Ourand notes “heavy buyers on NBC include the expected categories such as telecom (Sprint and Verizon) and beer (Anheuser-Busch, Coors and Miller).” NBC has signed Chevrolet as presenting sponsor of its pregame show. NBC Universal Sports & Olympics Senior VP/Sales Peter Lazarus said that ad buyers are “supporting NBC’s flexible schedule in a big way, with a ‘higher sellout level at the back end of the schedule than we anticipated.’” Carat USA’s Mike Law: “NBC’s in a nice position with the flexible schedule. If they have held back inventory during those games, that will help them at the end of the year” (SBJ, 9/4 issue). Lazarus: “I think the majority of our clientele either came from [ABC], or even more so from CBS or Fox” (TV WEEK, 9/4).

    SUNDAY VS. MONDAY: TV WEEK’s Jon Lafayette notes NBC is anticipating an 11.0 Nielsen rating for “Sunday Night Football,” and Starcom Senior VP Sam Sussman “expects NBC to outperform” the 10.8 Nielsen rating that ABC averaged for “MNF” last year. Sussman called Sunday night “one of the most competitive nights in all of prime-time television,” adding, “The question will be who owns the remote control in the house when it comes to prime-time television after watching a day full of football. We have some healthy debate about what that number is going to be in terms of a rating.” Sussman said NBC has a “tougher job to do [than ESPN, CBS or Fox] because they don’t have any incumbencies out there” (TV WEEK, 9/4 issue).

    Print | Tags: ABC, CBS, ESPN, General Motors, NBC, News Corp./Fox, NFL, Nielsen, Toyota, UPS, Viacom, Wal Mart, Walt Disney
  • Hopping Online: A-B To Launch Entertainment-Based Web Site

    Bud.TV Should Go Live
    After Super Bowl XLI
    Anheuser-Busch plans to launch an “online entertainment network” called Bud.TV to “get the attention of beer-drinking young men who are spending more and more of their time” on the Internet, according to Suzanne Vranica of the WALL STREET JOURNAL. The program is expected to go live the day after Super Bowl XLI and will include “at least seven types of programming, including sports, stand-up comedy acts and programs that will aim to be TV-quality.” A-B plans to spend “‘double-digit’ millions of dollars on the online push, with some of the money coming from its network and cable-TV broadcast ad budgets.” The company will dedicate about 10% of its ‘07 U.S. ad budget to its online efforts, “about double” this year’s spending. A-B spent around $606.7M on U.S. advertising in ’05. The brewer “will use its promotional relationships with sporting leagues and teams to get content for Bud.TV.” However, sports leagues “have their own Web sites and deals with major media outlets, which could make it difficult for [A-B] to secure programming.” A-B VP/Global Media & Sports Marketing Tony Ponturo said, “Everything comes with a price” (WALL STREET JOURNAL, 9/6). USA TODAY’s Theresa Howard reports the seven-channel operation will cost an estimated $30M to launch (USA TODAY, 9/6). A-B VP/Creative Development & Branded Entertainment James Schumacker said that the company “is in discussions with [Fox’] Joe Buck ... to develop a talk show” for Bud.TV (N.Y. TIMES, 9/6). Ponturo added, “We’re taking our expertise in the 30-second commercial world and expanding it into entertainment” (ST. LOUIS POST-DISPATCH, 9/6).

    Print | Tags: Anheuser Busch
  • (Short) Stop Watch: Movado Signs Yankees Star Derek Jeter

    Derek Jeter Signs On With Movado
    Yankees SS Derek Jeter has signed on with Movado to promote the company’s new Series 800 line of high-end sports watches, according to Holly Sanders of the N.Y. POST. Jeter has been featured in billboard and print ads for Movado, and will “soon appear in national TV spots for the campaign.” Movado President Jeff Cohen declined to give details of Jeter’s contract but called it a “long-term” deal. Sanders noted Jeter also has deals with Nike, Gatorade, Ford and Steiner Sports memorabilia. Forbes reported in June that “the bulk of [Jeter’s] earnings — estimated at $26[M] this year — comes from playing baseball;” he is earning $21M this season with the Yankees. According to Forbes, Jeter is the second highest-paid endorser in MLB, behind Mariners RF Ichiro Suzuki, who “pulls in more from endorsement deals in Asia.” Patriots QB Tom Brady is also a Movado endorser (N.Y. POST, 9/5).

    Print | Tags: MLB, New England Patriots, New York Yankees, Nike, PepsiCo, Seattle Mariners, YankeeNets
  • Chase Inks Partnership With SUM For MLS, Other Properties

    Soccer United Marketing (SUM) and JPMorgan Chase have entered into a marketing partnership, under which the Chase Ultimate Fan Rewards credit card program will offer exclusive soccer event experiences, memorabilia and authentic merchandise. The cards will feature designs for all 12 MLS teams, the U.S. national team and the Mexico national team (SUM). BRANDWEEK’s Barry Janoff reports the rewards card is part of a five-year deal between Chase and SUM that includes a national marketing campaign and in-stadium signage. Terms of the deal were not disclosed, but analysts put the deal’s worth “in the ballpark of the deal ESPN signed last month to broadcast MLS games through 2014,” which was valued at $7.5M annually. It is below the ten-year deal adidas signed with SUM in ’04 worth $10M per year (BRANDWEEK, 9/4 issue).

    Print | Tags: ESPN, JPMorgan Chase, MLS, Walt Disney
  • Rogers Teams With MLSE As Supplier, Platinum Sponsor

    Rogers Communications has signed a multi-year deal to become Maple Leaf Sports & Entertainment’s (MLSE) preferred supplier for telecom services and business solutions. Rogers also becomes a Platinum Sponsor for the Maple Leafs, Raptors and AHL Marlies, as well as the expansion MLS Toronto FC, and will obtain sponsorship rights within Air Canada Centre and supplier rights to Maple Leaf Square, a development that will be adjacent to Air Canada Centre scheduled to be completed in ’09 (MLSE). In Toronto, Catherine McLean notes Rogers replaces Bell Canada as MLSE’s telecom sponsor. MLSE Exec VP & COO Tom Anselmi: “The proposal from Rogers was the most comprehensive.” McLean notes Rogers has broadcasting rights to the Leafs and Raptors for Sportsnet, and distributes Raptors TV and Leafs TV on its cable service. MLSE “aims to tap into Rogers’ expertise to deliver its content over different devices, including cellphones.” Anselmi added, “Clearly technology is going to have more and more of an impact on the consumption of sports.” Bell Canada parent BCE Inc. has a minority stake in Bell Globemedia, which has a 15% holding in MLSE (Toronto GLOBE & MAIL, 9/6). In Toronto, Lance Hornby notes MLSE Chair Larry Tanenbaum has the “right of first refusal” on the Ontario Teachers’ Pension Plan’s 58% stake in MLSE “should they look for other investments to add to their estimated $100[B] assets.” There are “whispers Teachers wishes to get out of the local professional sports picture” (TORONTO SUN, 9/6).

    Print | Tags: AHL, Maple Leaf Sports and Entertainment, MLS, Toronto Maple Leafs, Toronto Raptors
  • VF Imagewear’s Int’l MLB T-Shirts Spread From Red Sox Originals

    Red Sox T-Shirts For Sale
    In Several Languages
    The Yawkey Way Store next to Fenway Park is selling Red Sox T-shirts that “spell out ‘Red Sox’ in [five] different languages” — Gaelic, Hebrew, Italian, Japanese and Spanish — above the team’s logo, according to Donna Goodison of the BOSTON HERALD. The Gaelic, Italian and Japanese shirts also show the respective countries’ flags. While the “initial Spanish-language shirts depicted the Dominican Republic flag to pay homage to Red Sox favorites David Ortiz and Manny Ramirez, it since has been removed.” The Hebrew T-shirt also was printed without a flag. Yawkey Way Store manager Patty Hamm said, “We thought that could potentially be more controversial. There are many Jewish people who may speak Hebrew religiously, but politically don’t support Israel.” The store is “considering adding a French T-shirt.” MLB licensee VF Imagewear initially “produced the shirts as Red Sox exclusives for the store, but it since has expanded some of them to other MLB teams,” including the Yankees and Mariners (BOSTON HERALD, 9/5).

    SCRATCH & WHIFF? Sales of $5 Red Sox scratch lottery tickets “have plunged” since the team’s recent slide in the standings. The scratch game launched in April and ticket sales “soared to nearly $12[M] in one week. More recently sales averaged nearly $2.7[M] a week.” But Massachusetts state lottery officials “dismissed speculation that the team’s poor performance is pummeling sales,” saying that all scratch tickets “experience high sales at first, then decline after a few weeks.” The $5 scratch tickets are the “second-biggest sellers in the Lottery’s history, with almost $100[M] sold so far” (BOSTON GLOBE, 9/2).

    Print | Tags: Boston Red Sox, MLB, New York Yankees, Seattle Mariners, YankeeNets
  • Father Of Murder Victim Seeks O.J.’s Right Of Publicity

    O.J. Simpson Involved In Legal
    Fight Over Publicity Rights
    Attorney Jonathan Polak has filed a petition in California Superior Court in an attempt to place Ronald Goldman’s father, Fred, “in charge of any attempts to make money off of [O.J.] Simpson’s name, image, voice or likeness,” according to Erika Smith of the INDIANAPOLIS STAR. The petition, “believed to be the first of its kind,” comes as Simpson has yet to pay the $33.5M a civil jury ordered him to pay in ‘97 for the deaths of Goldman and Simpson’s ex-wife, Nicole Brown Simpson. But Simpson’s attorney, Yale Galanter, said, “We’ve not been able to find a single case that allowed a court to award involuntarily the right of publicity. I don’t think there’s any legal basis for this.” Galanter said Simpson “does make some money from autographs and speaking engagements, but it’s nowhere near” $33.5M. Smith notes putting Goldman in charge of Simpson’s right of publicity “will take away his ability to make money spoofing the murders.” For example, “he won’t be able to make a reality TV show, as rumored in the media, or get a paycheck for signing autographs at a trade show for fans of murder trials.” Also, the company making a TV show or running a trade show involving Simpson “would have to negotiate a deal with Goldman, not Simpson. That could be a deterrent.” Intellectual property consultant Karl Manders said that if Simpson can “no longer make money, he’ll no longer want to do such things” (INDIANAPOLIS STAR, 9/6).

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  • Names & Faces: Cyclist Jan Ullrich Loses A Sponsor

    German TV network ARD is terminating its deal with former Tour de France winner Jan Ullrich at the end of the year. Ullrich was one of several cyclists banned from this year’s race for doping allegations. Under his deal with ARD, Ullrich had been paid up to US$250,000 annually for exclusive interviews, background stories, race diaries and show appearances. ARD is a sponsor of Ullrich’s former T-Mobile cycling team (AP, 9/5).

    SKINS GAME: Yankees manager Joe Torre’s Safe at Home Foundation is hosting a fund raiser next week in conjunction with Nivea, and in N.Y., Michael Schmidt reports the invitation to the event says, “Rub and Be Rubbed, Grip and Be Gripped, Tickle and Be Tickled.” Inside, it reads, “Touch and Be Touched,” with a picture showing a “woman in black panties lying atop a man wearing jeans.” The words and images are part of Nivea’s new ad campaign. Torre, whose foundation approved the image, said that Nivea “had made a significant contribution” to the foundation. Torre: “They support what we are trying to do” (N.Y. TIMES, 9/6).

    BODY WORKS: 76ers G Allen Iverson has signed a three-year deal with Barelle Development to serve as spokesperson for its Dap Body Spray for Men (Dap Body Spray).

    Print | Tags: Comcast-Spectacor, New York Yankees, Philadelphia 76ers, YankeeNets
  • Mark Martin Reportedly Set To Drive No. 88 Ford Next Year

    Mark Martin To Drive No. 88 Car?
    A Robert Yates Racing spokesperson “has denied a report that Mark Martin will move to Yates and replace Dale Jarrett” as the driver of the No. 88 Ford next season (VIRGINIAN-PILOT, 9/6). In Jacksonville, Don Coble cites “three sources close to Ford Racing” as saying that Martin will take over for Jarrett, who will drive a Toyota for Michael Waltrip Racing next season. An official announcement of Martin’s move is expected in about a week (FLORIDA TIMES-UNION, 9/6).

    TRACY: Paul Tracy is joining with Toyota “to run an even more aggressive stock car schedule” in ‘07. Tracy, who is running a limited Busch schedule this year, said, “If you are a young driver, especially a young American driver, and you are looking to go racing with a lot of frequency and make a lot of money, (NASCAR) is the place to be” (TORONTO SUN, 9/5).

    RIDING IN CARS WITH GIRLS: Ophthonix will be the primary sponsor of the Dreyer & Reinbold IRL team and driver Sarah Fisher in the Peak Antifreeze Indy 300 at Chicagoland Speedway this Sunday (Ophthonix).

    Print | Tags: Nike, Toyota
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