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SBD/March 26, 2012/Marketing and Sponsorship
Tebow's Marketability Examined Now That He Is Officially A Member Of The Jets
Published March 26, 2012
WHAT’S THE BUZZ? The WALL STREET JOURNAL’s Sentiment Tracker, which followed the online buzz about Tebow’s trade to the Jets, found that 29% of the conversation on social networks was in favor of the trade, 34% was against it, 30% was fans making comparisons to Sanchez and 7% of the conversation was jokes. The analysis consisted of examining 28,000 posts on social media (WALL STREET JOURNAL, 3/24). In Newark, Kevin Manahan noted Tebow’s press conference today “could mark the height of Tebowmania.” Experts have said that as “popular as Tebow is, don’t expect a slew of endorsements now that Mr. Forbidden Fruit has reached the Big Apple.” New Jersey-based PR firm MMW Group CEO Michael Kempner said, “It’s critically important that they don’t make Tim Tebow bigger than the game, bigger than the team and bigger than his teammates” (Newark STAR-LEDGER, 3/25).
ON THE SCENE: The N.Y. DAILY NEWS’ Myers notes Tebow on Saturday night “hit Broadway,” attending the play “Wicked.” The turnout for the Jets press conference to introduce Tebow "is expected to be so large that the Jets are holding it in their massive fieldhouse” (N.Y. DAILY NEWS, 3/26). In N.Y., Stephanie Rosenbloom noted Manhattan publicists were “starting to strategize about how to attract the city’s newest sports star to their red carpet events.” Publicist Lizzie Grubman said that if she were advising Tebow, she would “tell him to attend museum, charity and fashion events” Grubman: “I think you’re going to see him go to the Hamptons. I think you’re going to see him at polo. I think you’ll probably see him at Fashion Week. At the higher-end events. I don’t think you’re going to see him clubbing” (N.Y. TIMES, 3/25). The N.Y. POST’s Page Six notes Tebow's reps reportedly have “invited both country singer Taylor Swift and ‘Glee’ actress Dianna Agron to his second annual Tim Tebow Foundation Charity Golf Tournament on April 14 in Ponte Vedra, Fla.” Other guests invited to the golf event include “actress Jennifer Garner, Limp Bizkit frontman Fred Durst, Dwayne Johnson, Ben Affleck, Jack Black, Mark Wahlberg, Justin Timberlake and Ohio State football coach Urban Meyer, who coached Tebow at the University of Florida” (N.Y. POST, 3/26).