Romo, O Romo: Cowboys QB's Potential As Endorser Examined

Romo's Relationship With Underwood Adds To Marketing Appeal

The marketability of Cowboys QB Tony Romo was examined by ESPN.com’s John Helyar, who noted the Davie Brown Index ranked Romo as the 11th-best active NFL player in terms of marketability, and his No. 9 jersey is the fifth best-selling among NFL players and the “top seller among kids.”  Romo has also done local TV ads for AT&T and national spots for ESPN's "SportsCenter" and Diet Pepsi Max alongside Cowboys Owner Jerry Jones.  Romo’s agent, CAA’s R.J. Gonser indicated that Romo will “only consider opportunities which fit his offseason schedule, which fit his personality and interests -- and which meet his parents' approval.”  Helyar wrote Romo is “a good-looking guy associated with glamorous ladies like singer Carrie Underwood. Yet he also has an aura of underdog made good -- the undrafted quarterback out of Eastern Illinois.” Although he is not fluent in Spanish and is from Wisconsin, Romo's grandparents are from Mexico, and the NFL “has used him in marketing campaigns to increase the game's Hispanic fan base.” Romo escorted Underwood to the CMAs and was also a judge for the Miss Universe pageant. An NFL agent said, “Stuff like that is key. It gets you on 'Entertainment Tonight' and 'Extra.'" But several sports-marketing experts believe that Romo must have more postseason success if he “is to become a really hot commodity." Pickett Advertising Exec Creative Dir Bob Dorfman said, "He's doing all the right things and he's playing in the right market. Now it's a question of performing on the field." While Romo has not been in any off-field trouble, 16W Marketing co-Founder Frank Vuono said, "The Michael Vick situation has made companies leery of signing active players" (ESPN.com, 10/9).