The "sky is the limit" in terms of NFL Giants WR Victor Cruz' marketing potential, and the fact that he is an "important member of a world championship team makes his story even more compelling," according to Matthew Weinberger of FORBES. Cruz, who went undrafted out of the Univ. of Massachusetts, has the "innate ability to come off as authentic and engaging on camera," and when "you see an interview with Cruz, you feel connected to him; not an easy quality for athletes who rake in millions of dollars." Leverage Agency Founder & CEO Ben Sturner said of Cruz, "There is a great story to be told here. He is very marketable now because people can relate to someone that worked his way up from the bottom." Cruz recently signed with IMG for representation, and Weinberger noted the agency "would be wise to strike while the iron is hot." IMG has the "incredible task of essentially working with an empty sponsorship portfolio; a unique opportunity for both IMG and Cruz." IMG Talent VP Carlos Fleming: "Cruz has not committed to smaller, one-off partnerships to date." Weinberger noted IMG is currently "sorting through a variety of opportunities," as he is "attracting interest in many of the major sponsorship categories including beverage, automotive, electronics, video games and telecommunications." Cruz is one of a "select few Hispanic players that have made it to the next level in the NFL." Latino-focused sports and lifestyle PR agency Sportivo Managing Dir Mario Flores said Cruz "can be very attractive to a wide segment of the U.S. Latino Community, particularly with his ability to speak Spanish and English, it will be a natural fit for him in New York" (FORBES.com, 2/6). Cruz said, "We’re going to come up with ideas and how to just do the right deals and not just do things that I may like or sound good or sound good to just put my face out there. We’re really going to work on doing the right deals that represent me as a person and my personality and my character.” In reference to Cruz’s touchdown celebration salsa dance, CNBC's Darren Rovell asked, “Were you expecting a Tostitos salsa deal?” Cruz: “We’re working on a few things, a couple things I can’t really talk about just yet but it’s going to be some fun things” (“Squawk on the Street,” CNBC, 2/9).

FASHION FORWARD: In N.Y., Serena French notes Cruz made a "smooth transition from Giants victory parade to fashion parade yesterday" when he appeared at Lincoln Center for the kickoff of Mercedes-Benz Fashion Week. Prior to joining the Giants, Cruz launched "his own fashion line called the Young Whales," with Jaguars DT Nate Collins (N.Y. POST, 2/9).

WHAT'S NEXT FOR ELI? Giants QB Eli Manning's marketability following his second Super Bowl title was discussed on ESPN's "First Take" Tuesday, and ESPN's Skip Bayless said he does not think Manning "can get much bigger than he is now." Bayless: "I don't think we're going to see the Aaron Rodgers boom that we saw after last year's Super Bowl." Colts QB Peyton Manning, not younger brother Eli, "got the charisma gene from father Archie." But ESPN's Eric Mangini said, "What I don't understand is why can't we celebrate the fact that he doesn't have a ridiculous ego? I think he can become a big star off the field. I don't think Tim Tebow goes out and searches for the spotlight, but he's become a big star. I think you like Eli because he's Tim Tebow with Super Bowls. He doesn't go out and look for all the attention, he's humble. He's a good role model. To me, he should do endorsements because there's a lot of families that would look at him with kids and say, 'That's the type of person I want my sons and daughters to emulate, someone who's successful without being a ridiculous egomaniac." ESPN's Rob Parker replied, "How many national commercials has Tim Duncan done? Tim Duncan has won four NBA titles, no trouble, model citizen, great guy; no one has ever heard anything about him. He doesn't appeal to people because he doesn't say anything. He just goes about his business. That's not what attracts people to have them endorse products." Mangini: "But winning sells products. Associating yourself with a winner I would imagine moves products" ("First Take," ESPN2, 2/7).

FILLING UP THE CALENDAR: Giants DE Justin Tuck said after winning the Super Bowl, members of the team have a "lot of stuff, a lot of endorsing to do.” Fox Business’ David Asman noted, “You’ve got to strike while the iron is hot.” Tuck: “A lot of people are calling and asking you to be a part of a lot of things. It’s time for lack of sleep.” This week is "completely booked and a lot of next is completely booked, but you enjoy it though” ("Power & Money," Fox Business, 2/8). 

Nike has insisted its contracts with top prospective British Olympians are legally binding, "putting the athletes in a quandary about signing the Olympic team members agreement," according to Jacquelin Magnay of the London TELEGRAPH. The agreement, which is a contract with the BOA, "must be signed by competitors when they are named in Team GB, but the agreement demands that they wear adidas team clothing and shoes around the Olympic Village and on the medal presentation dais." A Nike spokesperson said, "As far as we are concerned, our contracts with individual athletes are binding. We are still in discussion on this point with the BOA." Agent Ricky Simms, who reps British runner Mo Farah, said that his colleagues had been "debating the Olympic team agreement with the BOA for months and had been led to believe the medal presentation ceremony had been taken out of the legal wording, only to discover this week a u-turn by the BOA." He added that "enforcement of the adidas contract was worrying for the athletes and would force the shoe companies to adopt a harder stance than the relaxed approach in previous Games." Simms said that it was "usual for athletes to be able to wear rival advertising on clothing during an Olympic Games and other major championships but the footwear and accessories were personal items" (London TELEGRAPH, 2/9).

U.S. Magistrate Judge Nathanael Cousins in S.F. Tuesday “blocked an attempt by former NCAA athletes including Bill Russell, Ed O'Bannon, and Oscar Robertson to obtain ‘highly sensitive’ TV sports contracts and other documents pertaining to an ongoing class action lawsuit that alleges the NCAA, its members and conferences and licensing partners are unfairly profiting off of athletes' images,” according to Eriq Gardner of the HOLLYWOOD REPORTER. The decision is “a blow to the ex-athletes' wish to gain information that would purportedly show a conspiracy that the NCAA forces collegiate sports stars to relinquish their rights as various colleges and corporations earn billions of dollars off their backs.” Cousins in his decision turned down a subpoena request, that included "all television contracts concerning Division I football and basketball, all licensing agreements with ‘outside’ licensing entities, revenue or royalty reports, all documents relating to the releases and consent forms that athletes must sign, all documents relating to copyright and licensing policies in collegiate sports, all documents relating to deals with videogame publisher Electronic Arts, and more.” Cousins “also rejected an attempt to procure from Fox and others documents that made reference to the ongoing litigation, discussions at trade association meetings, and documents concerning the amateur status of athletes including any proposed changes" to the status. Cousins did recently grant the plaintiffs' "request to get NCAA President Mark Emmert to sit down for a three-hour deposition.” Emmert next month "will be forced to answer tough questions about the NCAA’s policies in the promotion of amateurism and competitive balance” (HOLLYWOODREPORTER.com, 2/8).

Subway announced that it has extended its deal with Roush Fenway Racing and NASCAR driver Carl Edwards. The QSR will expand its primary sponsorship of the Sprint Cup Series No. 99 Ford from three races in '11 to six races in '12, starting with the March 4 Subway Fresh Fit 500 in Phoenix. The multiyear extension also includes four additional races as an associate sponsor and designation as the official training restaurant of Edwards and RFR. Edwards will continue to be featured in Subway's ad campaigns, with a new ad to debut during the Daytona 500 (Subway).

SAME WHEELS, NEW DEALS: Lucas Oil Products and the NHRA have signed a contract extension through '15. The deal includes title rights of the Lucas Oil NHRA Nationals in Brainerd, Minn.; a continued designation as the official oil of NHRA; naming rights at Indianapolis' Lucas Oil Raceway; and sponsorship of the NHRA Lucas Oil Drag Racing Series. Through the end of the new agreement, Lucas Oil will mark 14 years as the sponsor of the Drag Racing Series (NHRA). Financial terms of the agreement "weren't available, but the deal is valued in the mid-seven-figure range annually" (SPORTSBUSINESS JOURNAL, 2/6 issue).

GIRL POWER: SCENE DAILY's Jeff Owens noted NASCAR driver Danica Patrick "knows there are critics who frown on her using her body and looks to attract sponsors and generate media exposure." However, she is "used to it, and it doesn’t bother her at all." Patrick: "I’m a girl, and to say that I can’t use being a girl doesn’t make any sense. In this world, there is so much competition out there and you have to use everything that you have to make sponsors happy, to attract them and to be unique and be different." Patrick has "no qualms about being portrayed as a sex symbol by Go Daddy, other sponsors and even men’s magazines." She is already "near the top in NASCAR souvenir sales, with long lines forming at her merchandise trailer at every track, every week" (SCENEDAILY.com, 2/8).

MARKETING BOOST: SPORTSBUSINESS JOURNAL's Tripp Mickle notes 5-hour Energy is projecting it will do $13M "more in business this season by moving from sponsorship of a NASCAR Nationwide Series team to a Sprint Cup team." The company, which late last year "signed a 24-race primary sponsorship deal with Michael Waltrip Racing to sponsor the No. 15 car driven by Clint Bowyer, expects to generate $30 million of sales from its $10 million spend on the car." It would do so through a "multifaceted  marketing strategy that includes TV advertising, retail promotions and hospitality at the track. 5-hour Energy also plans to offer convenience stores like Circle K and national retailers like Family Dollar and Walgreens "space on the back of the No. 15 car in exchange for favorable placement and promotions at retail" (SPORTSBUSINESS JOURNAL, 2/6 issue).

In Cincinnati, David Holthaus reports Gold Medal-winning U.S. swimmer Michael Phelps appeared in N.Y. yesterday to launch an ad campaign for Procter & Gamble's Head & Shoulders shampoo. P&G said yesterday that TV spots for the shampoo featuring Phelps will "begin at month’s end, part of a full-blown campaign that will include Facebook, Twitter, digital and in-store promotions." P&G Associate Marketing Dir for Head & Shoulders April Anslinger said that the campaign will "go well beyond North America because he is recognized around the world." The campaign will be called "'Wash in Confidence,' stressing the shampoo’s dandruff-fighting effect." Phelps joins Steelers S Troy Polamolu and Twins C Joe Mauer as athlete endorsers for Head & Shoulders (CINCINNATI ENQUIRER, 2/9).

INFO ADS: Milwaukee-based Gruber Law Offices Marketing Manager Hanna Swanson yesterday said that attorney David Gruber and Packers QB Aaron Rodgers will be "filming a new set of ads for the law firm" this summer for airing later this year. In Milwaukee, Don Walker noted the "low-key informational ads featuring Gruber and Rodgers have been running for months now on local television." The new ads will "still have an informational quality to them," but Swanson said that there may be "some 'new creative' in the ads" (JSONLINE.com, 2/8).

FRESH NEW FACE: YAHOO SPORTS' Kevin Iole noted boxer Mike Lee is the "unlikely new face of Subway." Subway CMO Tony Pace "didn't set out to land a boxer, but he felt Lee's looks, his ease on camera, and his devotion to the brand made him a fit." Pace said, "The thing about Mike that is very valuable -- though he was by no means famous when we did the deal with him -- is that he is really, really a fan of the Subway brand. That was important to us. Nobody knew who Jared Fogle was before he told his story" (SPORTS.YAHOO.com, 2/8). Lee's endorsement deal with Subway was examined by SportsBusiness Journal last November.

RAISING THE PRICE: GOLF WORLD's Tim Rosaforte notes golfer John Huh recently signed with agent David Chun at World Sport Group, but he "does not have an equipment contract with Ping -- despite using their clubs and wearing the logo." Rosaforte writes the fact they "are 'in negotiations,' means the price has just gone up." Huh, a rookie on the PGA Tour this year, has been in contention in two of the three events he has entered this year (GOLF WORLD, 2/13 issue).