SBD/Issue 33/Sponsorships, Advertising & Marketing

Post-World Series Marketability Of Red Sox Players Examined

Ortiz Could Benefit Most From Another
Red Sox World Series Victory
If the Red Sox win the World Series, DH David Ortiz “will be the key beneficiary” endorsement-wise, according to CNBC’s Darren Rovell.  Rovell: “Already highly coveted in the sports endorsement world, David Ortiz has landed spokesman roles for Sharp, vitaminwater, Reebok and XM Satellite Radio.” Ortiz said he uses the products he endorses “before I even think about doing a commercial.” Ortiz said he has Sharp TVs and XM Radio “all over my house,” he drinks vitaminwater “24/7,” and he wears Reebok shoes "everywhere.” Rovell said being Hispanic helps Ortiz attract marketers and added, “For the Red Sox to win two World Series in four years, I think that will bring David Ortiz to the level where other brands in corporate America will say, ‘We need this guy. This guy’s relevant’” (CNBC, 10/25).

SUPPORTING CAST: Agents say that endorsement “offers are piling up” for Red Sox players like OF Jacoby Ellsbury, 2B Dustin Pedroia, P Jonathan Papelbon and 1B Kevin Youkilis. CSMG’s Alan Nero indicated that his client, Pedroia, “is getting offers for memorabilia, T-shirt, and apparel deals, as well as offers to appear on commercials and to endorse products.” In Boston, Diedtra Henderson notes “regional companies had already shown interest in Ellsbury.” His agent, Octagon's Joe Urbon, said that since joining the starting lineup during the ALCS, he has “had offers from outside the New England area.” Nike last month unveiled the Nike Air Native N7 shoe designed specifically for Native Americans, and Univ. of Oregon Warsaw Sports Marketing Center Dir Paul Swangard said, “There would certainly be an opportunity with that timing of the shoe being released and having him as an available person to personalize the story.” Henderson adds “new deals have arrived this week” for Youkilis. Pro Star Management agent Joe Bick said his client "already drives a Touareg, thanks to a vehicle deal with Volkswagen that has included radio spots and appearances at dealerships.” He has also made appearances for Nordstrom and a New Hampshire furniture dealer (BOSTON GLOBE, 10/26).

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