Asics Named Official Partner Of IAAF NHLPA Rejects Offer To Let Players Go To Olympics Selig Among Those Being Voted On For HOF CFP Unveils Four Playoff Teams Texas Approves Deal Worth $25M For Herman LeBron James Wears Cubs Gear To Bulls Game NFL Launches Scouting Combine Fan Fest Johnson, Stewart, Earnhardt Feted At Banquet ACC Title Game Attendance Down Sharply Lundquist Gets Sendoff In Final SEC Broadcast
SBD/Issue 38/Sponsorships, Advertising & Marketing
Lincecum Set To Score In Wake Of Strong Postseason Performance
Published November 3, 2010
|Lincecum Poised To Become Marketing Star
In Wake Of World Series Performance
Giants P Tim Lincecum is "poised for a national marketing breakout" after earning two wins in the World Series, including the clinching Game Five victory over the Rangers Monday, according to Baker Street Partners VP & Exec Creative Dir Bob Dorfman in his post-World Series marketability report. Dorfman included Lincecum under his "Home Run" category, as his "commanding postseason performance and bright future could command $1-3M in new endorsement deals." Lincecum's "The Freak" nickname, as well as his arrest for marijuana possession last year and a "look that's more fitting to the X Games than a World Series game" mean that he "definitely appeals to an 'alternative' demographic." Lincecum already has deals with Red Bull, 2K Sports and Phiten. Meanwhile, Dorfman also included Giants P Brian Wilson and C Buster Posey under the "Home Run" category. Wilson "could be the darling of the talk shows after the Series," while Posey "may be the best long-term marketing investment in this Series." Dorfman: "The 23-year-old rookie has superstar potential, poise beyond his years, and an easy-going, likeable personality" (THE DAILY).
FALLOUT FROM ARREST: FORBES.com's Patrick Rishe wrote "without any past stains on his image," he would expect Lincecum "could command an additional $5-10M per year over the next 3-4 years in endorsement earnings." But due to the marijuana arrest, Rishe believes Lincecum will not "maximize his endorsement potential immediately." Rishe: "He's more likely to see his endorsement earnings rise by $3-6M annually. That said, if he avoids public scandal during the duration of any newly signed endorsement deals and if he continues to be a stallion on the mound, he will eventually reach his endorsement earnings potential" (FORBES.com, 11/2). In N.Y., Tyler Kepner writes Lincecum's arrest "seems to have endeared him even more to certain fans in San Francisco, where a popular T-shirt bears the slogan, 'Let Tim Smoke'" (N.Y. TIMES, 11/3). FANHOUSE.com's Josh Alper noted Lincecum is "wildly popular in San Francisco, although how much that appeal will travel is certainly up for discussion." Alper: "Baseball players who aren't Derek Jeter have very little cachet in general, and that might prove to be a bigger limiting force to Lincecum as an endorser than any arrest" (FANHOUSE.com, 11/2). But ESPN's Michelle Beadle noted Lincecum could be the new face of MLB, saying, "He's a two-time Cy Young winner and a World Series Champion. He's not the kind of corporate face that's been boring people for years and losing young fans" ("SportsNation," ESPN2, 11/2).
PAYING TRIBUTE: Giants P Madison Bumgarner attended South Caldwell High School in Hudson, N.C., and in Charlotte, Scott Fowler noted the school is selling Bumgarner T-shirts "as a fundraiser." The shirts feature Bumgarner's "old high school jersey No.5 on the front and his Giants No.40 on the back" (CHARLOTTE OBSERVER, 11/2).