SBD/Issue 43/Sponsorships, Advertising & Marketing

Names & Faces: Is Brady Or Manning The Better Endorser?

ESPN's "SportsNation" Debates Whether
Brady Or Manning Is The Preferred Endorser
With the Colts and Patriots playing this Sunday, ESPN's "SportsNation" debated whether it is preferred to have Colts QB Peyton Manning or Patriots QB Tom Brady endorsing a product. ESPN's Colin Cowherd voted for Brady because he "does so few commercials." Cowherd: "When Brady does a commercial, it really pops because he does so few and Manning's littered all over television." However, ESPN's Michelle Beadle said it is a "classic example of 'hot girl/fun girl.'" Beadle: "You've got 'hot girl' Tom Brady -- great to look at, no personality. You've got Peyton Manning, he's pretty good to look at too, but at the end of it all he is funny. He can carry it. He has what we in the business like to call that 'it' quality" ("SportsNation," ESPN2, 11/10).

SAFETY VALVE: Steelers S Troy Polamalu appeared on NBC's "Late Night" last night, where host Jimmy Fallon noted, "You're on the cover of Madden ..." Polamalu interrupted and said, "No!" Fallon: "There's a Madden curse." Polamalu: "No, don't talk about it." Polamalu missed four games after injuring himself in the season opener against the Titans, and Fallon noted that must mean "the Madden curse exists. Maybe?" Polamalu: "That's why you have to have Head & Shoulders to counteract the Madden curse. I'm sorry, I had to put the plug in" ("Late Night," NBC, 11/10).

JUSTIN TIME: In Phoenix, Nick Piecoro reports D'Backs RF Justin Upton last month was the team's only player to attend a "summit at a downtown hotel that was set up by the team for its sponsors, a sign the club is looking to raise his visibility within the community." D'Backs President & CEO Derrick Hall: "Just by performance, he's already becoming a public face. It's a willingness on his part, too, to take on more of a recognizable role." Hall said that the team "has been careful not to put too much pressure on any individual players to become the 'face of the franchise,' but Upton's performance and comfort level seem to be shifting that." Hall: "He's getting better and better with interacting with fans and sponsors, and his personality is starting to come out" (ARIZONA REPUBLIC, 11/11).

CREATIVE SOLUTION: Brawn GP F1 Team Principal Ross Brawn "has effectively admitted that he will not match Jenson Button's wage demands, saying his team would instead offer the driver greater freedom to negotiate his own sponsorship deals." Brawn: "We can offer a higher proportion of driver freedom and that will probably be the route we will go. Jenson has some freedom for his own endorsements but has a commitment to meet our obligations" (Manchester GUARDIAN, 11/11).

NOTES: Tennis player Sam Querrey has signed a multi-year deal with K-Swiss to wear the company's footwear and apparel beginning the first of next year. Querrey also will contribute to the collaborative design process for the brand. The No. 24-ranked Querrey joins Mardy Fish as a K-Swiss endorser. Querrey had worn adidas since '06 (THE DAILY)....Izod IndyCar Series driver Sarah Fisher renewed her contract with AAA Hoosier Insurance. AAA will continue as a personal sponsor of Fisher and an associate sponsor of her No. 67 Honda powered by Dallara for the '10 and '11 Indianapolis 500 (IBJ.com, 11/10).

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