SBD/Getting On The Board Early/Sponsorships

McNabb Using Move To DC To Reinvigorate His Marketing Brand

Redskins QB Donovan McNabb in his first season in DC is "hoping to use his fresh start to reinvigorate his business goals off the field," according to Rick Maese of the WASHINGTON POST. Since the Redskins acquired McNabb from the Eagles in April, McNabb's brand has "seen a resurgence, and Team McNabb intends to further capitalize on it." Chicago-based attorney Andrew Stroth, McNabb's business adviser, called the QB's move to DC "a renaissance." McNabb has "aligned himself with new corporate partners, discussed plans to work with the White House and plotted ways to launch his brand to new heights." Stroth said that they are "trying to emulate the Magic Johnson model that so many others such as Ronnie Lott, Roger Staubach and John Elway have successfully leveraged." Maese reported McNabb is in discussions with "several Washington area businesses in the technology and health-care sectors, hoping to get equity stakes in return for aligning his brand with those companies." Since joining the Redskins, he has "landed at least two major sponsorship deals." He appeared in a national TV spot for Dr Pepper and last month taped commercials with Capitals LW Alex Ovechkin "for a new Capital One campaign that will launch soon." Stroth noted that "from a marketing perspective, the renewed interest in McNabb was almost immediate." His No. 5 Eagles jersey "hadn't been among the league's top-sellers" since '06, but his Redskins uniform was the "league's second-best-selling" this summer (WASHINGTON POST, 9/12). The POST's Maese noted McNabb's merchandise sales "have also benefited" the Redskins. Since the trade, the team has "been No. 6 in the league in terms of jersey sales," compared to No. 10 during the same period in '09. The following chart shows McNabb's partners (WASHINGTON POST, 9/12).

Playmaker Mobile Dr Pepper Nike Capital One Verizon
    Novartis Pharmaceuticals
    AirTran Airways
    Mounted Memories

EVER THE SPOKESPERSON: NBC's Bob Costas interviewed McNabb in a taped piece prior to last night's Cowboys-Redskins game. Costas asked, "Is your mom still making you soup on game day? Get you fortified?" McNabb: "No, we haven't been with Campbell's in the last five, six years." Costas: "So then the soup stops. Check stops, soup stops." McNabb: "Check stops, soup stops. We're moving to hot chocolate now. Hot chocolate, warm apple cider, so please, call us." McNabb also appears in a Dr Pepper commercial with former NFLer Michael Strahan, and Costas asked, "How hard did Michael Strahan hit you in that commercial when he delivered the pizza?" McNabb: "As you can see very hard. And afterwards I drank a great Dr Pepper to fulfill my thirst and was able to relax and continue on with my day. Please drink Dr Pepper." Costas: "Not only cool in the pocket, but a veteran poised when it comes to the commercial pitch" ("FNIA," NBC, 9/12).

CHOMPING AT THE BIT: In Jacksonville, John Weidner noted Broncos QB Tim Tebow's jersey "became the best-selling uniform in the NFL" shortly after April's draft, and several Florida businesses "were quick to find ways to take advantage." In a Dick's Sporting Goods store in Jacksonville, a "rack holding a half-dozen Tebow jerseys can be found hiding in the corner of a mass of Jaguars jerseys." Also, Jacksonville-based Ocean Air Graphics "offers Tebow fans specialized merchandise such as pennants and shirts" (FLORIDA TIMES-UNION, 9/12).

FRESH SCENT: In Chicago, Lewis Lazare reviews Old Spice's new commercial featuring Ravens LB Ray Lewis, noting the ad "quite simply represents a triumph of the creative imagination that absolutely compels us to buy into its outlandishness from top to bottom." Lazare: "That's indeed a rarity in most of the advertising foisted on the public nowadays" (CHICAGO SUN-TIMES, 9/13).

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