SBD/Issue 94/Sponsorships, Advertising & Marketing

Football Names & Faces: Manning Tops Brees In Davie Brown Index

The latest Davie Brown Index, which evaluates celebrities across several attributes, puts Colts QB Peyton Manning's awareness score on par with Vikings QB Brett Favre, singer Diana Ross and actor Colin Farrell. Meanwhile, Manning's likeability rating is comparable to singers Jon Bon Jovi and Elvis Presley, NASCAR HOFer Richard Petty and actor Jake Gyllenhaal, and his aspiration score is among the top 50 in the DBI database and is similar to scores for Pro Football HOFer Joe Montana, Suns F Grant Hill, actor Denzel Washington and Dick Clark. Saints QB Drew Brees' appeal score on the DBI is actually higher than Manning's, but Brees' awareness score is half of that of his Super Bowl XLIV counterpart. Brees trails Manning in every other DBI attribute. The following lists DBI scores for Manning, Brees and Saints RB Reggie Bush (THE DAILY).

Player
DBI Score
Awareness
Appeal
Aspiration
Endorsement
Trust
Peyton Manning
78.99
84.57
76.73
73.12
75.05
65.89
Reggie Bush
61.15
59.27
75.92
63.66
66.69
56.27
Drew Brees
51.83
42.44
77.18
67.22
67.35
61.30

LIVING IN THE MOMENT: CNBC.com's Darren Rovell reported Provide Commerce, owner of online flower Web site ProFlowers, signed a deal this week that will give the company the rights to use Brees' "image in its digital advertising for a period of two weeks" beginning Monday. Brees as part of the deal "won't have any speaking role, but the fact that a deal has been struck since the Saints made it into the Super Bowl is a good sign" for Brand Affinity Technologies (BAT), which made the deal "possible." BAT "has 22 Saints and 18 Colts on its roster of players willing to hear proposals from companies," and BAT President & CEO Ryan Steelberg "suggests that savvy companies might want to sign a player to a deal before the big game that extends beyond it" (CNBC.com, 1/26).

Vilma Appearing In Edible
Arrangements '10 Ad Campaign
THE SWEETEST THING: Saints LB Jonathan Vilma and Cowboys WR Miles Austin have signed to appear in Edible Arrangements '10 national ad campaign, which debuted today and will run through February 8. The ad, which comes via Hot Dish Advertising, Minneapolis, titled “Upstaged,” will air on ESPN and ESPN2, including during “SportsCenter,” NBA and college basketball broadcasts and Sunday’s Pro Bowl telecast. The ad promotes the company’s Berry Chocolate Bouquet for Valentine’s Day instead of a box of chocolates (Edible Arrangements).

AT RECEIVER, BUGS BUNNY: Brees is featured along with several Warner Bros. Looney Tunes characters in a limited-edition ad piece that commemorates Brees in '08 becoming in the second NFL QB to throw for more than 5,000 yards in a season. "Catch Dat Brees" depicts Brees completing the pass to Bugs Bunny. This marks the first animated Warner Bros. sports limited-edition piece to feature an athlete in nearly a decade. Proceeds will benefit the Brees Dream Foundation (Broadman Fine Arts).

IT'S A FAMILY AFFAIR: CNBC.com's Rovell noted it is "hard to be more marketable than Peyton Manning," but his father, Archie Manning, who played for the Saints from '71-82, "might have him beat this Super Bowl." Leverage Agency CEO Ben Sturner said, "For a clever marketer, Archie could be a big win. I could see him doing three or four last minute deals here. It depends on how nimble the marketers are." ProVentures Group President Patrick McGee said that he thinks Archie "can do as many as five speeches for corporate America in Miami, garnering up to $20,000 a piece" (CNBC.com, 1/25).

HE MEASURES UP: PRO FOOTBALL TALK's Mike Florio reported projected first-round NFL Draft pick RB C.J. Spiller has signed a six-figure, "exclusive, multi-year memorabilia arrangement" with Razor Entertainment. Florio wrote contracts of that value have "become a rarity in the current economy, and it could be a sign that things are turning back around" (PROFOOTBALLTALK.com, 1/27).

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