SBD/Issue 204/Sponsorships, Advertising & Marketing

Twins' Joe Mauer Building Marketing Appeal, Becoming A Brand Name

Watch Mauer's Spot For Sony's
"MLB 10 The Show" Video Game

Twins C Joe Mauer has "started building an off-the-field empire, turning his name into a brand," according to Joe Christensen of the Minneapolis STAR TRIBUNE. He has "done commercials for Kemps, Anytime Fitness and Sony PlayStation," has deals with Nike and Rawlings and "has done some work for Gatorade and Pepsi." Illinois-based Burns Entertainment & Sports Marketing President Doug Shabelman estimates that Mauer is "pulling in between $2 million and $4 million annually from endorsements." Still, Mauer is "very selective" when it comes to endorsement deals. His advisers said that he "turns down far more endorsement work than he does." Mauer last year signed with IMG for endorsement opportunities, and his agent Ron Shapiro said, "When we chose IMG, we made clear to them that Joe's top priority still was delivering for the Twins. It wasn't to deliver commercial opportunities that overwhelm him." Christensen noted this month's Davie Brown Index indicates that 24% of Americans can identify Mauer "by name or face," compared to 79% for Yankees SS Derek Jeter. Davie Brown Entertainment Senior Account Manager Matt Fleming said, "Nationally, (Mauer's) awareness isn't that high, but of the people who know him, they like him quite a bit. One thing that affects his awareness is he's not in a major market." Ira Stahlberger, one of Mauer's agents at IMG, said that other companies have "discussed doing national ads" with Mauer. Christensen noted "one company to watch is Gatorade." The company "hasn't signed Mauer to a deal" yet, but Mauer said, "It's obviously something I use quite frequently, so that would be great" (, 7/7).


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