SBD/Issue 38/Sponsorships, Advertising & Marketing

Lincecum Set To Score In Wake Of Strong Postseason Performance

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).

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