Bill Belichick Forgoes The Conventional Marketing Route For Most Coaches

Patriots coach Bill Belichick is “one of sports’ most fascinating figures because in an era of conformity, access and image, he refuses to play along,” according to Dan Wetzel of YAHOO SPORTS. The “Madden NFL 12” video game has 31 teams with their "head coach listed by name,” and but “one is missing: Bill Belichick.” The Patriots “have just the generic ‘NE Coach.’” EA Sports said that it “has a licensing contract with the NFL Coaches Association.” According to the NFLCA, Belichick “refuses to join” and is the “only active head coach who isn’t a member.” Meanwhile, Wetzel noted Belichick reportedly "wasn’t pleased when the NFL signed a clothing deal with Reebok that required coaches to wear approved clothing during games.” This brought about "the birth of his signature hoodie." There was “no way to opt out of that deal so Belichick considered the fashion options laid out in front of him, and selected the most unstylish outfit, a grey hooded sweatshirt.” He began wearing it each week but not “before having the sleeves cut off to make it even less attractive.” The irony is the "'BB hooded sweatshirt' became a hot seller” (SPORTS.YAHOO.com, 2/2).

SLINGING THE ROCK: FORBES' Tom Van Riper reported the Super Bowl XLVI matchup has sports business experts “contemplating which QB carries more potential commercial upside after the game." Both Giants QB Eli Manning and Patriots QB Tom Brady could stand to win, but in "different ways.” Manning’s endorsement portfolio, which includes Toyota and Citizen Watch, “is modest by the standards you might expect from a New York quarterback with a championship under his belt.” But Ketchum Sports & Entertainment VP Shawn McBride noted a second Super Bowl ring “would likely gain him some serious separation from the pack.” Meanwhile, for Brady, a three-time Super Bowl champ “and Hall of Fame lock, there’s only so much value in adding one more league title.” A “careful endorser to begin with ... Super Bowl accolades are becoming old hat.” That does not mean the game “isn’t an important cog in Brady’s legacy building, and, by extension, his future earnings” (FORBES.com, 1/31). Manning ranks seventh on THE DAILY's list of the most marketable NFL players, while Brady ranks second.

DANCE DANCE REVOLUTION: USA TODAY's Jarett Bell notes Giants WR Victor Cruz' signature salsa dance following touchdowns has a "life of its own," and following a breakout season, the dance "has inspired Giants fans from many backgrounds." Hundreds showed up in N.Y. last week to see Cruz "teach the dance at a sporting goods store, which sells a T-shirt with easy-to-follow instructions printed on the back." Cruz "turned down an invitation to participate on 'Dancing with the Stars,' but the offer undoubtedly underscores the marketing potential that exists." Giants RB Ahmad Bradshaw: "I can see him doing it for the next six or seven years, making money on and off the field" (USA TODAY, 2/3).

IT DOES A BODY GOOD: Patriots WR Wes Welker and Giants WR Hakeem Nicks Friday appeared in a full-page ad in USA Today promoting the "got milk?" campaign. Welker also appeared in the annual ad prior to Super Bowl XLII in '08 (THE DAILY).