Arizona State Debuts New Adidas FB Uniforms Fresno State Partnering With Nike For Redesign Rahal To Sport Ohio State-Themed Helmet Ticketing Co. Debuts New Program For Three Teams Brands Activating At U.S. Open Of Surfing Six-Year-Old Skateboard Prodigy Racks Up Sponsors Bridgestone, NHL Renew Sponsor Deal SHR Talking To Multiple Sponsors For Danica NBA Signs Marriott For International Games Dolphins Rookie Parker Racking Up Endorsements
SBD/February 9, 2012/Marketing and Sponsorship
With Super Bowl Win Under His Belt, Giants' Victor Cruz' Marketing Potential Is On The Rise
Published February 9, 2012
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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).