Marketing Super Bowl XLIII MVP Santonio Holmes May Not Be Easy

Holmes' Checkered History Will Be Tough For Sponsors To Overlook

It is "going to be fun to see the NFL try to publicize" Steelers WR and Super Bowl XLIII MVP Santonio Holmes, who has a "history of domestic-violence and drug-possession charges," according to John Ryan of the SAN JOSE MERCURY NEWS. Holmes last week admitted that he "sold drugs as a youth, and there's an extremely vulgar Playgirl-style picture of him floating around the Internet." Making Holmes attractive to Corporate America "will be a big test for the marketing machine" (SAN JOSE MERCURY NEWS, 2/2). Meanwhile, CRAIN'S CHICAGO BUSINESS' Ed Sherman notes while Holmes may have been the game's MVP, Steelers QB Ben Roethlisberger "has the higher Q rating." The game-winning drive "should make him the endorsement darling of this Super Bowl" (CHICAGOBUSINESS.com, 2/2). Both Holmes and Roethlisberger today will participate in festivities at Disney World “as part of performing the famous ‘I’m going to Disney World’ commercials” (Pittsburgh TRIBUNE-REVIEW, 2/2). Roethlisberger is featured in a full-page ad in USA Today as part of the "Got Milk?" campaign (THE DAILY).

STEELER NATION: CNBC.com's Darren Rovell reports Pittsburgh-based Dick's Sporting Goods "hit the jackpot with the Steelers winning." The company has "virtually no competition in Pennsylvania, made a huge bet on the Steelers winning it all and it will pay off to the tune of major sales of full priced merchandise -- a rarity in these times" (CNBC.com, 2/2). ESPN's Chris Berman reported 500,000 Terrible Towels were printed in the two weeks between the AFC Championship and the Super Bowl with the Super Bowl XLIII logo. An additional 500,000 championship versions of the towel will be printed after the team's win last night (“Sunday NFL Countdown,” ESPN, 2/1). Meanwhile, Fathead has released a limited edition commemorative logo of the Steelers '08 NFL Championship. The logo features team colors and four additional ancillary items, including a replica game ticket (Fathead).

SILVER LINING: Priority Sports & Entertainment's Rob Lefko, who handles marketing for Cardinals QB Kurt Warner, said that he is "close to finalizing a book deal" for Warner. The book would be Warner's "third official publication," and "will focus on raising his family, with his wife Brenda, and dealing with life's challenges along the way" (CNBC.com, 1/31).