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SBD/July 29, 2011/Marketing and Sponsorship
Steelers Players See Huge Drop In Royalty Earnings in '09, '10
Published July 29, 2011
NO BEATING AROUND THE BUSH: In Ft. Lauderdale, Craig Davis writes since revelations came out that newly acquired Dolphins RB Reggie Bush received illegal benefits while in college at USC that forced him to vacate the '05 Heisman Trophy, Bush's Davie Brown Index score dropped in several key categories. Bush in '07 was rated "as popular as Angelina Jolie and as trusted as Pat Riley." However, his endorsement score "has fallen into the neighborhood of Jackass star Johnny Knoxville and Snoop Dogg," and his consumer appeal "now ranks about 2,500 out of 2,800 celebrities, comparable to Brett Favre and John Daly." David said, "It's kind of a drastic decline in those areas. He hasn't had as much damage done as some athletes, but it's been enough to cause brands to pause when they consider him." Meanwhile, Bush's awareness rating, which was "driven by notoriety attached to the USC scandal" as well as his highly publicized relationship with Kim Kardashian, "has soared until he is about as well known as Jerry Rice, George Strait and Deion Sanders" (South Florida SUN-SENTINEL, 7/29).