SBD/June 3, 2011/Marketing and Sponsorship

Tim Tebow Running In The Same Marketing Circles As Some Of The NFL's Best

Jockey part of Tebow's ever-expanding sponsorship portfolio
Broncos QB Tim Tebow after just one season in the NFL has already joined Colts QB Peyton Manning, Steelers S Troy Polamalu and Saints QB Drew Brees "in the NFL's group of most marketable pitchmen," according to Vinnie Iyer of SPORTING NEWS. Tebow, who Tuesday released his autobiography "Through My Eyes," is the "face of sportswear (Nike) and a sports drink (FRS Energy)." However, he also "spills over to department stores," as the underwear section of most retailers features an "appropriately dressed down Tebow looming over the Jockey shorts." In a time where there is "considerable negativity surrounding even the most accomplished athletes ... Tebow's presence is refreshing." He shares a "embraceable wholesomeness" with Manning, Polamalu and Brees. Marketing Evaluations Exec VP Henry Schafer, whose company produces Q Ratings, said, "They stay out of trouble and he's got that same image: clean-cut. He's more on the religious side, and that could be part of it as well." Schafer noted that Q Scores began tracking Tebow in '09 during his senior season at the Univ. of Florida, and he "was recognized by 49 percent of sports fans." Iyer notes that jumped to 58% "when Tebow splashed into the NFL as a rookie with the league's highest-selling jersey," and his recognition stands at 62% this year (SPORTING NEWS TODAY, 6/3).

TESTING HIS COMEDY CHOPS: Tebow appeared on Comedy Central’s “The Daily Show With Jon Stewart” Thursday to promote his book. Host Jon Stewart referenced the lockout and asked, “How are you holding up? Are you bored during this time? Is this the first time in your life that you can remember not having football?” Tebow said, “This is the first time that I've gone this long without competing or playing since I was probably four years old. So it is a little weird. But it gives me a good opportunity to train and meet up with guys on my team and continue to work hard.” When Tebow told Stewart he was 23 years old, Stewart said, “A lot of people might say you want to wait until you’re 24 to write an autobiography.” Tebow: “Most people. I thought 23 was a good age and a good opportunity for me.” Tebow talked about the orphanage he built in the Philippines through his foundation and the missionary work of his parents, to which Stewart said, “Wow, you seem like a real (expletive).” Tebow replied jokingly, “But that’s how I try to come across” (“The Daily Show With Jon Stewart,” Comedy Central, 6/2).
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