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SBD/Issue 218/Sponsorships, Advertising & Marketing
Jockey Inks Broncos Rookie QB Tim Tebow To Three-Year Deal
Published July 28, 2010
|Tebow Will Be Featured In Jockey's Catalog,
Endorse The Brand's New Staycool Collection
Jockey Int'l yesterday announced that Broncos rookie QB Tim Tebow has agreed to a multiyear deal to serve as a Jockey spokesperson, effective this month. Tebow will endorse several of Jockey's lines, including the Staycool collection launching next spring. He also will be featured in Jockey's catalog, TV and print ads and on Jockey.com. In addition, Tebow and the brand will collaborate on new content for social media platforms (Jockey). YAHOO SPORTS' Chris Chase wrote the "Staycool" collection is "Jockey's attempt to get into Under Armour's market of skin-cooling apparel" (SPORTS.YAHOO.com, 7/27). Tebow has previously signed deals with Nike and EA Sports, but the "three-year deal with Jockey is believed to be much larger than those" (AJC.com, 7/27). In Milwaukee, Don Walker noted "while NFL experts are uncertain whether Tebow will make it as a professional football player, there is little doubt that Tebow is a well known public figure." He has been a "frequent trending topic” on Twitter, Facebook and Google (JSONLINE.com, 7/27). But ESPN.com's J.A. Adande asked, "Do people really want to wear the same underwear as another man? If you want to show that you're a fan of somebody, why show it by buying something that the public can't see?" ("Around The Horn," ESPN, 7/27).
Beneath THE SURFACE: Hanes has debuted the second wave of new TV spots starring Bobcats Owner Michael Jordan. The new ads, created by The Martin Agency, Richmond, Va., are part of a broader marketing campaign that launched in May (Hanes).