SBD/Issue 222/Sponsorships, Advertising & Marketing

Favre In Packers Uniform On "Madden" Cover; Jets Selling Jerseys

EA Sports President Peter Moore, in a blog posting filed early this morning before Brett Favre's trade to the Jets became official, reiterated the company's position that Favre will appear in a Packers uniform when "Madden NFL 09" goes on sale Tuesday. "I just want to set the record straight ­-- 'Madden NFL 09' will hit the stores with Brett wearing his Packers green and gold, as we celebrate his legacy as one of the great QBs ever to play the game and someone who's been with us from the early days of John Madden football," Moore said. "But what's most important is what's in the game -- and by the start of the season, we'll have a roster patch that will ensure that, in the game, Brett is on whatever team he's playing for this season." Never before has the current "Madden" cover athlete played for a different team than the one depicted on the box (Eric Fisher, SportsBusiness Journal).

Jets Start Selling Favre Jersey 
After Trade Is Completed
MAKING GREEN: CNBC.com's Darren Rovell reports, "Less than two hours after [the] Jets deal was forged, at about 2 am [ET], the team had an advertisement on its web site calling out the fact that Jets No. 4 replica jerseys with Favre's name on the back were available." A couple hours later, at 4:16am, the team sent an e-mail to its fans with the subject line: "Brett is a Jet! Get your Favre Jets Jersey Now!" (CNBC.com, 8/7). An NFL official said that, "at this pace, so many No. 4 Favre jerseys have been sold that he's expected to set the record for the most jerseys sold of a single player in a 24-hour period." The official added that "so many jerseys have been ordered that NFLShop.com is also expected to set a single day revenue record as well" (CNBC.com, 8/7). 

MEDIA WATCH: FOXSPORTS.com's Jay Glazer was first to report that the Packers traded Favre to the Jets in exchange for "a conditional fourth-round pick" (FOXSPORTS.com, 8/7). AWFUL ANNOUNCING's Brian Powell wrote Glazer is the "media winner" in the Favre saga, while ESPN is the "media loser." Powell: "They're not necessarily a loser in all of this, but they threw everything at this and got scooped once again. I don't entirely blame them for their over-the-top coverage, but you could tell that they wanted to break the story live on a 'Sports Center Special' for the last two days. ... In the end I think the process gave ESPN a good look at how draining the 24-hour news cycle can be and they have to now be more prepared than ever to go live with Sports Center next week" (AWFULANNOUNCING.BLOGSPOT.com, 8/6).

FOUR GONE CONCLUSION: One of the points in the Jets’ pitch to Favre was that Jets Owner Woody Johnson “owns about 1,000 acres of land within 5 minutes of the team’s training facility, and Favre could hunt there whenever he wants” (GREEN BAY PRESS-GAZETTE, 8/7). ESPN’s Mike Ditka said the Favre saga was a "public relations disaster" for the Packers. ESPN’s Mike Golic added, “What a debacle how the Green Bay Packers handled this and Brett Favre as well. … It just blows my mind that now (GM) Ted Thompson and (coach) Mike McCarthy hitched their cart to (QB) Aaron Rodgers" (“Mike & Mike in the Morning,” ESPN2, 8/7). ESPN's Skip Bayless said Thompson "just went down in infamy. Remember that.” However, Detroit News columnist Rob Parker said Thompson "is the big winner here. … He got exactly what he wanted which was to get Brett out of the NFC and send him to the worst team in the AFC that he possibly could."  (“First Take,” ESPN2, 8/7).

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