McIlroy Not Rushing Equipment Decision Nike Unveils Latest "Unlimited" Commercial Omega Gets Most Social Media Play From Olympians Candidates Buying NFL Ads In Swing States Hawaii Hoping To Land New UA Deal Harden's Debut Adidas Shoe Panned By Critics AmEx Using Holograms In U.S. Open Activation Panini Launches NFL Effort Around Rookies Chunky Soup Debuts New NFL Campaign Tom Brady Launches Line Of Healthy Snacks
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).