Brees Expected To Cash In From Super Bowl MVP Performance

Brees Could See Many Deals Like One With  Unilever In Wake Of Super Bowl Win

Saints QB and Super Bowl XLIV MVP Drew Brees today will be honored with a parade down Main Street of Walt Disney World’s Magic Kingdom as part of the filming for the famous "I'm Going to Disney World" TV spot. Brees also will be featured in a new digital campaign for Unilever's Dove Men+Care products. Versions of the ad, titled "Victory Shower," were shot with both Saints and Colts players prior to the Super Bowl. The ad appears prominently on USAToday.com and Yahoo Sports this morning (THE DAILY). In New Orleans, Kimberly Quillen noted winning the Super Bowl "opens up a higher tier of endorsement opportunities" for Brees. Millsport Account Dir Darin David: "A quarterback's legacy often hinges on whether they've been to Super Bowls or won Super Bowls. It can catapult them up into that elite group of players ... that companies will look at when they're trying to make those decisions." Tulane Univ. Sports Law Program Dir Gabe Feldman added Brees has a "combination of factors working in his favor that should push him over the edge," as he is "comfortable in front of the camera and not just in talking about the game, but in talking about the city." Feldman: "He just comes across as a very likeable person. He’s in some ways become sort of close to the ideal pitchman. He’s been in the league a long time, he’s had such great success, and now he’s reached the pinnacle. It’s hard to create a better story than that. If a brand is looking for a new national spokesman, it’s hard to find someone who’s better than Drew Brees right now." Quillen noted Encore Sports & Entertainment President & CEO Chris Stuart, Brees' marketing agent, "hinted that new endorsement deals are in the works but wouldn't talk about which brands may be involved" (New Orleans TIMES-PICAYUNE, 2/7).

LIMITED-TIME OFFER: In New Orleans, John DeShazier reported Saints RB Reggie Bush and adidas have "teamed up to create a custom designed shoe to help deliver relief to the citizens of Haiti." The shoe is "personally customized by Bush and includes a 'Help Haiti' inscription on the heel to generate awareness for the ongoing need of assistance." The shoe, which was designed on miadidas.com, can be purchased for $105 "by visiting that site or facebook.com/adidasfootballus, with a portion of the proceeds going directly to Haiti via Mercy Corps" (New Orleans TIMES-PICAYUNE, 2/6).

SPONSORS, SPONSORS EVERYWHERE: In Indianapolis, Matthew Tully writes the Super Bowl is "commercialism at its finest." Nine planes with "trailing advertising banners (Papa John's, Dunkin' Donuts, etc.) filled the air" around Sun Life Stadium prior to kickoff. Also, once inside the stadium, fans had "several entrances to choose from, such as the Sprint entry, the Snickers entry and the Reebok entry." Tully: "When it comes to marketing, nothing tops the NFL" (INDIANAPOLIS STAR, 2/8). Meanwhile, Front Row Marketing (FRM) indicated that Toronto-based Sun Life Financial received over $26M in media value during the Super Bowl through 68 sequences that included verbal mentions, on-screen text and stadium signage (FRM).