The marketing of Giants WR Victor Cruz "is in full throttle," as increasing his national profile has been a "months-long process that shifted into overdrive once the 25-year-old added 'Super Bowl winner' to his resume," according to a front-page piece by Levin & Stapleton of the Bergen RECORD. Cruz signed with IMG Worldwide immediately after the Super Bowl, and the agency is "crafting a marketing strategy based on communicating his compelling life story to companies that may want to ride along with Cruz." IMG's game plan for Cruz "involves keeping him before the public while developing a 'hit list' of product categories and companies." Cruz spent at least two days at IMG's N.Y. offices "meeting with company executives and potential endorsement partners," and remains "in touch with his IMG handlers daily." IMG VP Carlos Fleming, Cruz' rep, said that the agency is in "'advanced talks' with potential endorsement partners in the electronics, beverage and retail categories." A deal was reached last week "with a Penguin Group imprint for Cruz to pen his memoir," and his advance is estimated in the mid-six figures. Levin & Stapleton noted Cruz and model Kate Upton opened Mercedes-Benz Fashion Week in N.Y., and he joined fellow Giants WR Mario Manningham in presenting a trophy at the Grammy Awards earlier this month. Cruz also has "showed up at the New York Toy Fair to sign photos" and accepted the prize for "2012 Dance Machine" at the Hall of Game Awards for the salsa dance he does following every touchdown. These appearances are "meant to help pave the way toward endorsement deals." Marketing experts said that the "Cruz phenomenon is a textbook example of an athlete striking while his iron is hot." Cruz' income from endorsements and the book deal "could easily eclipse his current Giants salary" (Bergen RECORD, 2/26).
