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SBD/Issue 211/Sponsorships, Advertising & Marketing
NFL Names & Faces: Spiller, Berry, Tebow Among Rookies In Demand
Published July 19, 2010
|Watch C.J. Spiller And Eric Berry's
New Adi Scorch Spot
SPORTINGNEWS.com's Chris Littmann noted Bills RB C.J. Spiller and Chiefs S Eric Berry, the "top two names picked up" by adidas from this year's NFL Draft class, are featured in a new ad for the adi Scorch football cleat. Spiller and Berry in the ad "literally cut up the competition," taking apart a pair of Nike cleats. Littmann: "Nike is never one to slack on its advertising, so I wonder whether we'll see a rebuttal of some sort. Either way, this is one of the best concept ads I've seen in a while" (SPORTINGNEWS.com, 7/16). Meanwhile, in Denver, Dave Krieger noted though in the past we have seen "pre-performance hype for highly touted NFL rookies," it has "always been focused on top draft picks almost unanimously expected to be pro stars." Broncos QB Tim Tebow, the No. 25 pick in the NFL Draft, "has to be the lowest-drafted player ever to lead the league in jersey sales before his first game." Krieger also noted Tebow has his own Nike shoe, which is "your basic trainer" (DENVER POST, 7/18).
ISSUE OF PERCEPTION: The AP's Rachel Cohen noted Titans RB Chris Johnson and Vikings RB Adrian Peterson led the league in rushing the last two seasons, but Peterson is in "seemingly every commercial while Johnson is rarely seen." NFL Dir of Youth Tackle Football Jerry Horowitz said the reason is "all about image and perception." Horowitz: "The days of hoodlums are over." Cohen noted Johnson "has never been in trouble off the field." Johnson earlier this year said, "I know people think I'm a bad guy because of my dreads and gold teeth" (AP, 7/16).
GOING GREEN: Fox NFL analyst Terry Bradshaw has "agreed to become the pitchman" for Indiana-based EverGreen Recreational Vehicles, which "promotes its recreational vehicles as more environmentally friendly than those of its competitors." Bradshaw will "become the company's face by traveling to trade shows and publicizing its RVs" (AP, 7/16).