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SBD/January 27, 2012/Marketing and Sponsorship
The Saints Come Marching In: Drew Brees Tops Annual Top Power 100 List
Published January 27, 2012
POCKET PRESENCE: ESPN.com’s Kristi Dosh examined the marketability of the two Super Bowl QBs -- the Patriots' Brady and the Giants' Eli Manning -- and noted it is “difficult to judge which star quarterback ... will win off the field.” Brady has “Hollywood looks, a supermodel wife, and an edge in endorsement deals to date, but Manning is part of a family that’s football royalty and is not as far behind in big-dollar deals as fans might think.” Brady made “about $10 million in endorsements in 2011, and Manning about $7 million.” Marketing Evaluations Exec VP Henry Schafer said that Manning “comes out on top with the general public.” His positive Q Score, which “measures likeability, is a 19,” while an average Q Score for an athlete “is 15, which is what Brady rates.” Nielsen Sports VP Stephen Master said that Brady’s national advertisements have “increased over the past couple of years, but he says Eli Manning has a strong local presence in the New York area.” Master: “Eli probably does the most local ads after” Yankees SS Derek Jeter (ESPN.com, 1/26).