SBD/July 27, 2011/Marketing and Sponsorship

Aaron Rodgers' Super Bowl Run Yet To Translate Into New Major Endorsements

Rodgers stars in a commercial for Milwaukee lawyer David Gruber
Sports marketers predicted that Packers QB Aaron Rodgers' "star wattage would help him land major endorsements" after he was named MVP of Super Bowl XLV, but "aside from a few regional deals, Rodgers did not strike it big" in the offseason, according to Don Walker of the MILWAUKEE JOURNAL SENTINEL. Some sports marketers said that the reasons Rodgers "did not make a major splash" could include his decision to "lay low and be more selective about endorsements; the effect of the NFL lockout; the fact he plays in small-town Green Bay; companies holding back for now; or the overall economy itself." Octagon VP & Managing Dir of First Call David Schwab said that he "was not surprised Rodgers did not get any major deals" following the Super Bowl. Companies that "like to align themselves with football stars do not activate their campaigns in the spring and summer." Schwab said that the "busy season will come in the fall and winter." Walker notes Rodgers this offseason "made a few appearances on national talk shows and did nothing but enhance his image as a friendly and likable personality." He ranked 10th in a Harris Interactive poll "as one of the most popular male athletes in the country," and his N-score -- which the Nielsen Company uses to measure the brand effectiveness of professional athletes -- "leaped from 14 in September to 119." Rodgers has endorsement deals with Nike, Associated Bank, WAUK-AM and Milwaukee personal injury attorney David Gruber. Rodgers also was "signed by Northwestern Mutual Life Insurance Co. to make an appearance for the company's annual meeting of financial representatives this week" (MILWAUKEE JOURNAL SENTINEL, 7/27).
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