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SBD/February 4, 2011/Marketing and Sponsorship
Rodgers, Polamalu Could Cash In On Madison Ave. With Super Performances
Published February 4, 2011
RECOVERY MODE: The AP's David Crary noted Roethlisberger "has had a minimal presence in advertising since he was accused in March of sexually assaulting a 20-year-old college student -- the second time since 2008 that he faced assault allegations." Marketing experts indicated that his image "remains tarnished" nationally, and he "needs more time to rehabilitate it." Univ. of North Carolina Sports Communication Program Dir John Sweeney noted that Roethlisberger, even pre-scandal, was "never in Manning's league as a pitchman." He "won deals to represent a barbecue sauce, a Pittsburgh auto dealership and a beef jerky brand, although that company dropped him last year." He also "remains on the roster of athletes signed by Nike to wear its gear, although Nike confirmed it hasn't used him in recent advertisements." Sweeney: "When people talk about marketability with Ben, how far is he going to fall anyway? He's not a huge player in the huge sponsorship market, so there's not as much that's threatened." Former USOC CMO Rick Burton said Roethlisberger "may be more affordable, because he's in recovery mode, recovering his brand, his reputation." Burton: "Companies may look at him as a lot cheaper than if Peyton Manning was winning the Super Bowl" (AP, 2/3).