Marketplace Roundup

YAHOO SPORTS’ Dan Wetzel reported NASCAR driver Danica Patrick has “turned down exponentially more commercial deals and magazine covers than she’s accepted.” Patrick: “They ask me to do different things I’m not comfortable with.” She added, “Some things I do I am there to look pretty and lend my name to it. And other things I do I am there to drive a race car. I’m not there to look pretty necessarily. … This is my racing world. The (other stuff) doesn’t really mingle with this world” (SPORTS.YAHOO.com, 2/20). Patrick has endorsement deals with Go Daddy, Tissot, Academy Sports & Outdoors, Hot Wheels and Peak Antifreeze, among others (THE DAILY).

LOOKING FOR THE RIGHT FIT: In Milwaukee, Rich Kirchen notes Packers QB Aaron Rodgers has been “deemed the hottest NFL celebrity for commercial endorsements,” but his approach to signing his next advertising deal seems to be “carefully calculated.” Rodgers and his advisers “certainly want to strike while he’s top-of-mind with football fans, but will be deliberate about their next move.” Rodgers’ only national TV commercials to date have been for State Farm. He also has a deal with Nike that “so far has not involved TV commercials.” In Wisconsin, he has “become a top commercial spokesman for Associated Bank, Ford trucks, Gruber Law Offices and Prevea Health.” Rodgers’ business manager and spokesperson H. Koal said that Rodgers “will continue to be selective,” and that he “already has turned down ‘a lot of deals’ that didn’t meet his standards” (MILWAUKEE BUSINESS JOURNAL, 2/17 issue). Rodgers tops THE DAILY's list of the most marketable NFL players.

SLOWER SALES: Team Fever VP Anton Huber, whose company owns and operates six Bama Fever and Tiger Fever stores around the state of Alabama, said that Univ. of Alabama fans after winning their second BCS in three years “don't appear to have the same appetite for championship-related gear.” Huber said, "In 2009, it was absolutely crazy. There was a lot of excitement since it had been 17 years since anyone in the state had won a national championship. Our sales met expectations and even exceeded them a little." He added, "Then last year, Auburn fans really turned out well and our Tiger Fever sales were extremely strong." Huber said that while January sales “were still far above what they would typically be in a non-championship year (Huber estimates between a 400% and 500% increase in sales), the decrease was noticeable” (AL.com, 2/21).

NOT WASTING TIME: In Boston, Scott Lauber reports Red Sox 2B Dustin Pedroia reported to Spring Training yesterday “and promptly filmed two television commercials” (BOSTON HERALD, 2/22).