McIlroy Experimenting With TaylorMade Clubs Farmers Insurance Leaving Hendrick's NASCAR Ops College Endorsements Affecting Under Armour Profits NFL Ad Sales Are Down 14% From Last September LPGA's Bay Area Tour Stop Loses Sponsor Fanatics To Get Rights To NHL Playoff Apparel Fox Sees High Demand For World Series Ads Phelps Stars Alongside McBride In "Call Of Duty" Ad Snickers To Sponsor Second Season Of ELeague Cubs Poised For Marketing Opportunities
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).