SBD/January 25, 2011/Marketing and Sponsorship

Aaron Rodgers Could Be Big Marketing Winner From Super Bowl

Many feel Rodgers has most marketing upside among Super Bowl participants
Packers QB Aaron Rodgers "stands to make millions potentially in national endorsements" after earning a trip to his first Super Bowl, according to Michele Steele of Bloomberg TV. Rodgers also is "poised to have the most upside by winning" Super Bowl XLV on Feb. 6, when his Packers face the Steelers. Octagon First Call VP & Managing Dir David Schwab indicated that Rodgers has "nothing but upside because while he's a Nike athlete, he hasn't done anything else nationally to date." Steele noted Schwab believes Rodgers is "set up for NFL-themed marketing campaigns beginning next year, a little similar to Drew Brees" after the Saints won last year's Super Bowl. While Steelers QB Ben Roethlisberger could win his third Super Bowl championship, it "would not translate to national deals" due to his off-field problems (Bloomberg TV, 1/24). CNBC.com's Darren Rovell wrote Roethlisberger's "off-the-field troubles have completely taken him out of the marketing game." Although he "wasn’t charged in the alleged sexual assault case in Georgia last year, he became completely untouchable in the marketing world." As of May, the Davie-Brown Index noted that Roethlisberger "had the appeal of troubled singer Amy Winehouse, the aspiration qualities of cycling cheat Floyd Landis, the endorsement qualities of Barry Bonds and the trust levels similar to Roger Clemens and Pete Rose." Prior to the start of the '10 NFL season, Roethlisberger's positive Q Score "dropped 33 percent, while his negative Q Score rose 124 percent." His agent, Rep 1 Sports Group's Ryan Tollner, "disagrees that Roethlisberger is unmarketable, but acknowledges that his client doesn't care about scoring deals." Tollner: "Ben is not concerned with endorsement deals at this point, but he is deeply concerned with public perception." Still, Tollner "doesn't think the polls taken last summer or at the beginning of the season reflect how people perceive his client today" (CNBC.com, 1/24).

HAVING A GOOD HAIR DAY: In Green Bay, Kareem Copeland notes it "didn't take long" for reporters to ask Packers LB Clay Matthews about his hair yesterday. Matthews is a candidate for the NFL Defensive Player of the Year, and he "will surely be questioned ad nauseam next week about the other front-runner for the award," Steelers S Troy Polamalu, who has a sponsorship deal with Head & Shoulders. Matthews said, "Obviously, two of the best hairs in the game, so there's no doubt about that. ... I'm not so much a Head & Shoulders guy, but it's something that we usually leave out of our conversations when talking with one another." Matthews did note that he "wouldn’t mind a hair deal of his own." He added, "That's the next step right there. I'm working on something right now, so don't be surprised. But we'll see. Obviously you've got to perform on the field in order to get those type of endorsements, and hopefully I'm taking a step in the right direction" (GREEN BAY PRESS-GAZETTE, 1/25). ESPN.com's Kevin Seifert wrote, "When was the last haircut for Steelers safety Troy Polamalu, or Packers linebackers Clay Matthews and A.J. Hawk? Heck if I know. I sense a serious marketing campaign already in motion here" (ESPN.com, 1/23).
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