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Marketing and Sponsorship

Jockey Execs Say Tebow's Popularity Helping To Market To Younger Consumers

Broncos QB Tim Tebow will make his debut in the NFL Playoffs Sunday, and his “skyrocketing celebrity status is proving to be beneficial” to Jockey, according to Rich Rovito of the MILWAUKEE BUSINESS JOURNAL. Jockey CMO Dustin Cohn said that Tebow’s rise to stardom has provided the clothing brand “with an opportunity to leverage his celebrity for the benefit of its brands, particularly in its efforts to attract younger consumers.” Tebow has appeared “in a variety of marketing programs for Jockey, including special events, television spots, billboards and print advertisements.” Marquette Univ. Associate Professor of Marketing Dennis Garrett said, “It gives them some buzz in a category that’s not that exciting. Nobody thinks too much about underwear.” Garrett added that having Tebow as a celebrity endorser “could raise Jockey above competing underwear brands.” Jockey management is “convinced Tebow helped make its new StayCool products the fastest-growing line in the history of the company, which dates back to 1876” (MILWAUKEE BUSINESS JOURNAL, 12/30 issue). Meanwhile, in Denver, Andy Vuong reported countless businesses and entrepreneurs "are trying to cash in on Tebowmania, placing his name and likeness on beer, bracelets and sweaters.” Some have “had success, though it may be short-lived because of copyright and trademark issues.” Denver-based DeRailed Ink “produced a shirt last year featuring the line, ‘John Elway wears Tim Tebow pajamas’” and Owner Robert Bell said that sales “were slow last season but have been great this year.” Vuong noted the creation “that has garnered the most success is Tebowing.com.” In the first three days, visitors “bought 200 Tebowing shirts for roughly $20 each, depending on style.” Ron Jackson, editor of DNJournal.com, which tracks Internet-domain sales, said that Tebowing.com “could easily find a buyer for two times annual revenue” (DENVER POST, 1/1).

THE DOWNSIDE OF THE WAVE: MARKETWATCH’s Jon Friedman writes following the Broncos' current three-game losing streak, Tebowmania is as “‘dead as fried chicken’ for two media-centric reasons.” If Tebow “were still a national phenomenon, the NFL would have scheduled the Broncos-Pittsburgh Steelers playoff game to be played in the marquee position of Saturday night.” Also, ESPN Radio 1050 N.Y. yesterday gave Tebow and the Broncos “a perfunctory review during its playoff preview.” A month ago, the announcers and pundits “would have been all over the Tebow story; on Tuesday, they reported on it out of a sense of obligation.” The Tebow story “carries a measure of poignancy -- and hard-headed realism." Friedman: "He goes to show just how quickly you can go from being a national obsession to a cautionary tale” (MARKETWATCH.com, 1/4).

NOT A BIG FAN CLUB IN BALTIMORE: Ravens LB Terrell Suggs appeared on ESPN2’s “First Take” yesterday and during a discussion with Skip Bayless about the team's playoff chances, Suggs said to Bayless, “Congratulations to you and your boy, you and your man crush. We know you got a little bit of a man crush with your boy out there in Denver.” Bayless, who is an unapologetic Tebow fan, replied, “The guy who took a 1-4 team to the AFC West championship? Is that the guy you’re talking about?” Suggs, sounding a bit disgusted, said, “Skip! He finished 8-8!” Bayless: “No, he finished 7-4. That was him as a starter.” Suggs said it was 8-8 and asked, “You know what we call that? That’s mediocrity.” Suggs: “That boy be praying on that sideline. I don’t feel comfortable I gotta pray every fourth quarter like, ‘Oh my God, come save me again’” (“First Take,” ESPN2, 1/3).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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