SBD/February 9, 2011/Marketing and Sponsorship

Nick Swisher Among Athletes Building Their Brands Through Social Media

Mercedes-Benz targeted Swisher (r) for his social media cachet
Yankees RF Nick Swisher is "at the vanguard of a new type of celebrity athlete -- one who has achieved some success on the field, but uses every tool at his disposal to build his personal brand," according to Daniel Barbarisi of the WALL STREET JOURNAL. Sports Business Group President David Carter said that "as celebrity endorsements move beyond the superstars, the mid-level player with personality and social-media savvy can reach endorsement and name-recognition levels that were once only the domain of the best of the best." Swisher was "one of the early athlete adopters of Twitter, and one of the first to see its potential to dramatically raise his profile." Mercedes-Benz recently asked Swisher to be "one of four celebrity coaches for their 'Tweet Race,' a social media ad campaign that used Twitter to build buzz" for the automaker's ad during Fox' broadcast of Super Bowl XLV. Mercedes "needed someone with a different kind of appeal: social media cachet." Swisher: "When they asked me to be a part of it, maybe they think I'm an up-and-coming guy, something like that." Barbarisi noted Swisher's name "has reached the ear of an unlikely set of new fans of late -- the mostly female teens and 20-somethings who watch his new wife," actress Joanna Garcia. Garcia indicated that the couple "bounces marketing ideas off one another ... but they have largely tried to keep their business lives separate." Garcia: "We understand that the sports world and the entertainment world are very similar in this day and age. So there's a lot of understanding there" (WALL STREET JOURNAL, 2/8).
Return to top
Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug