SBD/February 8, 2011/Marketing and Sponsorship

Rodgers Poised For Endorsement Windfall After Super Bowl MVP Performance

Rodgers participates in Disney World parade the day after Super Bowl XLV
Marketing experts said that Packers QB Aaron Rodgers "could become another Peyton Manning on Madison Avenue" as a result of his MVP performance in Sunday's Super Bowl XLV, according to Michael McCarthy of USA TODAY. Rodgers before the Super Bowl ranked behind Steelers QB Ben Roethlisberger "on the Davie Brown Index of endorsement potential," but that is "going to change." The "low-key Rodgers has mostly avoided big-time endorsement deals," but Worldwide Partners President & CEO Al Moffatt said that if Rodgers "wants to cash in, he could pitch consumer brands that stress accuracy and reliability." The Marketing Arm Group Account Dir Matt Delzell: "When it comes to endorsements, brands like winners and they generally like winners who do it the right way like Aaron does. Not a lot of talking, not a lot of flash. Just go out, do your job and be the best at it" (USA TODAY, 2/8). In Milwaukee, Don Walker writes Rodgers is a "marketing star on the rise." Rodgers' "I'm going to Disney World" ad is "already out, he did a 'milk mustache' ad and he flew to Florida on Monday to be part of the annual Super Bowl MVP parade celebration" at Disney World. Burns Entertainment & Sports Marketing President Doug Shabelman said Rodgers is the "next up-and-coming guy in the NFL." GMR Marketing Exec VP/Client Management -- North America Greg Busch: "He's got a ton of upside. His on-field performance puts him on a different level. And he said all of the right things after the game. He's good looking and well-spoken" (MILWAUKEE JOURNAL SENTINEL, 2/8). AD AGE's Rich Thomaselli noted now that Rodgers has led the Packers to a title, experts said that he will be joining Manning and Patriots QB Tom Brady "among the game's elite endorsers." Premiere Global Sports Exec VP Robert Tuchman: "He no doubt will get rolling out the endorsements in time for next season -- if there is one" (, 2/7).

HITTING THE TALK SHOW CIRCUIT: Rodgers appeared on CBS’ "Late Show" last night, where he was greeted by a loud ovation. Host David Letterman told the audience, "Don’t make me cut off beer sales." Letterman asked about former Packers QB Brett Favre's indecision regarding retirement: "Did this become a distraction as you were taking his place on the team?" Rodgers: "I don’t think it was a distraction. I was the guy who took all the reps in the offseason and he was the guy who took all the reps during the season." Letterman: "So there’s a certain justice in this, isn’t there?" Letterman: "There’s only a handful of men who do this -- and some women -- and is it impossibly hard to be an NFL quarterback?" Rodgers: "I don’t know how to answer that. If I say I don’t think so, it makes you sound arrogant." Letterman said at this "stage of the game, you don’t get guys coming into the huddle saying, ‘Now is that where I go left or is Larry going left?’ At this point you don’t get that, do you?" Rodgers: "Well, actually you do." Letterman, in reference to his Favre interview, later asked, "So you think you’ll play next year?" ("Late Show," CBS, 2/7).
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