Tom Brady Stars In Ad For Daily Fantasy Site Ketchup Spill Leads Clorox To Sign Packers' Cobb Goody's Extends Earnhardt Jr. Partnership Marketplace Roundup New Ad Kicks Off NBA-BBVA Deal Loctite Getting Into Super Bowl Knicks Signs Multiyear Deal With ZTE Orlando City Signs Deal With Local Credit Union Mavs' Parsons Trying Hand At Modeling Under Armour Developing Fitness App
Upcoming Conferences and Events
SBD/July 22, 2011/Marketing and Sponsorship
With This Rose: Sponsors Have Big Plans For Derrick Rose, Especially In China
Published July 22, 2011
WINNING ISN'T EVERYTHING ... OR IS IT? ESPN's Jim Rome noted N-Score results from a new Nielsen Media/E-Poll study, which aims to evaluate potential endorsement effectiveness, found Mavericks F Dirk Nowitzki to be the most-marketable player in the NBA, "based on name appeal, approachability and sincerity." Rome: "In short, people dig Dirk and how can you not?" Conversely, the study indicates that Heat F LeBron James' marketability "dropped 400% ... since last year." Rome: "Dropping 400% in a year when you make it to the NBA Finals is not easy to do, especially when your main goal is to become a global icon. But if we've learned anything at all from Dirk, it's this: The quickest way to becoming a global icon is to not care about becoming a global icon" ("Jim Rome Is Burning," ESPN, 7/20).