Super Bowl Marketing News: Does Manning Want More Deals?

Manning Chooses Cadillac Escalade As Prize For Winning Super Bowl MVP

Marketing Evaluations Exec VP Henry Schafer predicted that Colts QB Peyton Manning’s endorsement earnings “could grow to about the $30[M] level for 2007” after his Super Bowl win and MVP award. Manning currently earns more than $10M a year in endorsements. Schafer: “With the Super Bowl victory and the MVP award, (Manning) is going to get real close to achieving Tiger Woods status if he keeps on this track within the next three or four years” (“On The Money,” CNBC, 2/5). But Manning said, “I don’t think I need any more commercials at this point” (N.Y. DAILY NEWS, 2/6). Meanwhile, Manning selected a Cadillac Escalade over the XLR as his prize for winning MVP. Cadillac is the presenting sponsor of the award (Mult., 2/6).

HAVING FUN WITH PEYTON: An editorial cartoon on ESPN.com’s Page 2 shows Manning being carried off the field holding the Vince Lombardi Trophy. One fan in the stands says, “Wait until more advertisers get ahold of him.” Another fan replies, “Those are more advertisers!” (ESPN.com, 2/5). No. 7 on last night’s “Top Ten Chicago Bears Excuses”: “Peyton promised to put us in a commercial if we let him win” (“Late Show,” CBS, 2/5).

Fathead Produces Limited Edition Colts Super Bowl Graphic

COLTS MERCHANDISE: Four local Finish Line stores opened at 7:00am ET yesterday, “three hours earlier than usual,” to handle the rush for Colts championship merchandise (INDIANAPOLIS STAR, 2/6). Fathead has released a special limited-edition Colts Super Bowl Fathead featuring a customized logo commemorating the franchise’s second Super Bowl championship. It is the first Fathead commemorating a team’s specific championship (Fathead).

MERCHANDISE NOTES: In Illinois, Mike Comerford reports the Bears’ online store sold 300-400 items yesterday, compared to 4,200 items sold the day after winning the NFC championship. Bears e-commerce Manager Jason Smothers: “We’re back at an average mid-January clip. If the Bears had won, we’d be doing 10 times that” (DAILY HERALD, 2/6)....ABC’s John Berman said the NFL “donates the losing team’s gear -– about 250 hats and T-shirts — to World Vision, a relief organization that distributes the clothes in developing countries. The only stipulation is that the gear cannot be sold –- even seen — in the U.S.” (“World News Tonight,” 2/5)....After the NFL discounted all Super Bowl XLI merchandise in South Florida by 50% yesterday, “fans lined up as early as” 8:00am ET. Greg Norman polo shirts with the XLI logo were marked down to $46; baseball caps were $25; jerseys were $80; and collectible full-size footballs were $34. Fan John Beckwith: “It’s all on clearance, but it isn’t cheap” (PALM BEACH POST, 2/6).

EXPOSURE: Bears coach Lovie Smith and Colts coach Tony Dungy generated nearly $25M worth of exposure for NFL sponsors Reebok and Motorola during CBS’ four-hour broadcast of Super Bowl XLI, based on the reported ad rate of $2.6M for a 30-second spot. Dungy was on camera with the Motorola logo visible on his headset for one minute, forty-one seconds (1:41), for about $8.8M worth of exposure. Dungy displayed Reebok’s logo for 1:11, or $6.2M worth. Smith generated about $5.5M of exposure for Motorola in 1:03 and over $4.4M for Reebok in 51 seconds (Joyce Julius).