SBD/Issue 236/Sponsorships, Advertising & Marketing

(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).

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