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SBD/February 1, 2012/Marketing and Sponsorship
Pocket Presence: Manning, Brady Could Increase Marketability The Most From SB
Published February 1, 2012
BRADY VS ELI: Brady ranked second on THE DAILY's survey of the NFL's most marketable player, and ADWEEK’s Anthony Crupi wrote the Patriots QB has “proven his value as a pitchman for more than a decade.” While not “at the very top of the list of sports spokespeople, Brady’s contracts with Movado, Glaceau Smart Water, Under Armour and Ugg bring him $10 million per year.” He “doesn’t do an awful lot of TV,” and in “large part, the quarterback’s endorsements are limited to glossy magazine ads.” Octagon First Call Managing Dir David Schwab said, “The major difference between Tom Brady and other elite quarterbacks comes down to the sort of categories they align themselves with. Peyton Manning works with marketers who are either official NFL sponsors or spend a lot of their budgets in and around football, whereas Brady lives in a more aspirational space.” Crupi wrote TV money and “a much bigger roster of brand partners give Manning the edge over Brady.” Industry estimates “put Manning’s annual endorsement haul at around $15 million, or a little more than twice what” Eli Manning earns. Should the Giants beat the Patriots on Sunday, Eli Manning “can expect to fend off a horde of marketers heretofore unsure of how to leverage his sleepy charm” (ADWEEK, 1/30 issue).
THIRST QUENCHER: YAHOO SPORTS’ Matthew Darnell noted Gatorade was “about the only thing” Peyton Manning discussed “with any emotion or sincerity” through a 15-minute interview with ESPN’s Trey Wingo yesterday. But ESPN “wasn't surprised by any of this.” A former employee “obtained an email that shows ESPN was aware that the Gatorade plug was coming, and that it'd deal with it and cut it out of the interview for later use” (SPORTS.YAHOO.com, 1/31).