SBD/Issue 86/Sponsorships, Advertising & Marketing

Tim Tebow To Be Featured In Super Bowl Ad For Focus On The Family

Tebow, His Mother Will Share Personal Story
In Focus On The Family Super Bowl Ad
Non-profit Christian organization Focus on the Family has bought a 30-second ad during CBS' telecast of Super Bowl XLIV that will feature former Univ. of Florida QB Tim Tebow and his mother, Pam. The Tebows will share a personal story centered on the theme of "Celebrate Family, Celebrate Life." Focus on the Family President & CEO Jim Daly in a statement said that "all the funds to air the ad came from a handful of 'very generous and committed friends' who donated specifically to support the project." No money from the ministry's general fund was used. This will be the organization's first Super Bowl ad (Focus on the Family). The AP noted Focus on the Family "isn't releasing details, but the commercial is likely to be an anti-abortion message chronicling Pam Tebow's 1987 pregnancy." After getting sick "during a mission trip to the Philippines, she ignored a recommendation by doctors to abort her fifth child and gave birth to Tim" (AP, 1/16). In Orlando, Jeremy Fowler reported the commercial was "shot in Orlando" (ORLANDOSENTINEL.com, 1/16).

MAKING AN EARLY IMPRESSION: In Miami, Joseph Goodman wrote, "This is fascinating stuff. Pro athletes, especially those as recognizable as Tebow, hardly ever take public stands about anything let alone something as divisive as abortion." However, the move "isn't exactly ideal for mainstream marketing, sponsorship and image branding." Goodman: "I'm sure Nike, Adidas, Reebok, Gatorade and all the rest are taking notice" (MIAMIHERALD.com, 1/17).

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