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SBD/October 4, 2012/Marketing and SponsorshipPrint All
Tigers 3B Miguel Cabrera yesterday became the first player to win MLB’s Triple Crown since ’67, but whether that means “his face shows up on cereal boxes and in TV commercials amid a windfall of lucrative endorsement deals remains to be seen,” according to Bill Shea of CRAIN’S DETROIT BUSINESS. Cabrera for years has been “one of baseball's premier hitters, but that's never translated into mass-market merchandising appeal.” Sports industry marketers theorize that Cabrera's “sketchy history of personal behavior in recent years and his limited command of spoken English may have limited his attractiveness to brands.” The Marketing Arm Sports Marketing Dir Darin David said, "From a memorabilia standpoint, he's going to cash in immediately. It remains to be seen on how brands pursue him. He's not one of the more recognizable players in baseball. This will certainly raise him a big level." Cabrera earns $21M annually from the Tigers, and David estimated that Cabrera will “earn at least a couple million more from endorsements and deals with autograph and merchandise dealers.” He added that there is “money to be made in endorsements for products targeting Spanish-language audiences.” Shea reports Cabrera has an endorsement deal now for Maltin Polar, a "nonalcoholic malt beer brewed and sold in his native Venezuela,” and he has “done advertising for Metro PCS and Venezuela's state-owned Citgo Petroleum Corp.” But a “drag on Cabrera's marketing potential is his personal history.” Cabrera underwent “three months of alcohol treatment prior to the 2010 season,” and he “pleaded no contest to a drunken driving charge after a February 2011 arrest” earlier this year. David said that also hurting Cabrera from potentially earning more “is a lack of hype surrounding the Triple Crown” (CRAINSDETROIT.com, 10/4). In Detroit, Drew Sharp notes Tigers P Justin Verlander after the Triple Crown became official “gave Cabrera a luxurious watch” he had inscribed with “Congratulations, Miguel Cabrera, 2012 Triple Crown” (DETROIT FREE PRESS, 10/4).
WHERE'S THE HYPE? USA TODAY’s Bob Nightengale writes Cabrera’s Triple Crown “still seemed lost in the dark ages,” as only “three national baseball writers were in attendance to document the event” last night. ESPN previously had announced it would cut from its Red Sox-Yankees telecast to the Tigers-Royals game for each of Cabrera's at-bats, but the net “did not cut in to Cabrera’s at-bats, sticking with live coverage of the New York Yankees’ chase for a division title” (USA TODAY, 10/4). YAHOO SPORTS’ Eric Adelson writes it is “unfortunate that Cabrera's lifetime achievement is drowning in the topics of the day.” Baseball people “spent Wednesday gossiping about the division races and a mascot race in Washington,” and the lack of interest is “perplexing, really.” Adelson: “There hasn't been around-the-clock coverage. Tim Tebow gets more attention. There are a few reasons for this.” Cabrera is “big and strong and because of that will never fully escape steroid questions, nor will any successful ballplayer these days.” Cabrera also “isn't the most beloved baseball player out there.” Adelson: “He is not glib, at least not in English, which most American baseball reporters speak exclusively. There have been revealing profiles about Cabrera, but he's mostly a mystery” (SPORTS.YAHOO.com, 10/3).
adidas today rolls out the latest “iteration of its Derrick Rose signature shoe as well as the first clothing in a Derrick Rose apparel line,” according to Allan Brettman of the Portland OREGONIAN. adidas and Rose have been “undeterred in forging ahead with an ambitious marketing and product development plan.” adidas America Creative Dir Rob Lee said, “We meet with him five to 10 times a year depending on the projects we’re working on and his availability.” He added, "We work pretty regularly with his family and with him to get their input from a design perspective." Lee: "Every time we do a new shoe we want to improve from the last one. We need to meet with him and see what's working and what's not.” Brettman noted adidas created “a graphic that depicts Rose’s life in the form of a tree” that can be found on T-shirt and the “tongue of a shoe.” Lee: “We wanted to tell this family tree story of Derrick's life and incorporate where he was at that moment in time and all of his accomplishments but create something personal, too.” Lee said Rose wants the shoe to be worn "on and off court," and for kids "to able to wear it.” Lee said, "When you create a logo for Derrick Rose you may say, 'Eh, let's just make a rose. That's a pretty simple thing to do.' But we wanted to make sure we encapsulated his life within this logo. So each petal represents one of his brothers. ... And then we wanted the petals of the rose not to be soft but to be sharp and be aggressive -- like his style of play.” Lee added, "We also worked on creating this D in there. That's obviously for 'D Rose.' And the centerpoint was a 'one' (Rose's uniform number) but it also represented his mother, Brenda. That's Derrick's starting point, that's his foundation” (OREGONLIVE.com, 10/3).
Broncos QB Peyton Manning continues to hold his place at the top of the NFL best-selling jersey list. Manning is followed by Redskins QB Robert Griffin III and Jets QB Tim Tebow for all jerseys bought on NFLShop.com from April 1-Sept. 30. Quarterbacks make up the top seven spots, with 49ers LB Patrick Willis (No. 8), Giants WR Victor Cruz (No. 9) and Steelers S Troy Polamalu (No. 10) rounding out the top 10. The Super Bowl champion Giants lead the top 10 for overall team merchandise sales from April 1-Sept. 30, followed by the Broncos and Cowboys (NFL).RKPLAYERRKPLAYER1Broncos QB Peyton Manning14Cowboys QB Tony Romo2Redskins QB Robert Griffin III15Packers LB Clay Matthews3Jets QB Tim Tebow16Lions WR Calvin Johnson4Packers QB Aaron Rodgers17Cowboys LB DeMarcus Ware5Giants QB Eli Manning18Ravens LB Ray Lewis6Colts QB Andrew Luck19Bears LB Brian Urlacher7Patriots QB Tom Brady20Raiders RB Darren McFadden849ers LB Patrick Willis2149ers RB Frank Gore9Giants WR Victor Cruz22Eagles QB Michael Vick10Steelers S Troy Polamalu23Cowboys TE Jason Witten11Panthers QB Cam Newton24Seahawks RB Marshawn Lynch12Saints QB Drew Brees25Giants DE Jason Pierre-Paul13Patriots TE Rob GronkowskiRKTEAMRKTEAM1Giants6Packers2Broncos7Redskins3Cowboys8Patriots449ers9Bears5Steelers10Jets