SBD/October 4, 2012/Marketing and Sponsorship

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  • Cabrera Has Triple Crown, But Will An Increase In Marketing Deals Follow?

    Cabrera's limited English could hinder his attractiveness to certain brands

    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).

    Print | Tags: Marketing and Sponsorship, Detroit Tigers
  • Adidas Set To Roll Out Derrick Rose Shoe, Clothing Line With Focus On Family

    Rose's logo was designed with each petal representing one of his brothers

    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).

    Print | Tags: Marketing and Sponsorship, Adidas
  • Ruling The Roost: Peyton Manning Continues To Lead Jersey Sales From NFLShop.com

    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).

    RK
    PLAYER
    RK
    PLAYER
    1
    Broncos QB Peyton Manning
    14
    Cowboys QB Tony Romo
    2
    Redskins QB Robert Griffin III
    15
    Packers LB Clay Matthews
    3
    Jets QB Tim Tebow
    16
    Lions WR Calvin Johnson
    4
    Packers QB Aaron Rodgers
    17
    Cowboys LB DeMarcus Ware
    5
    Giants QB Eli Manning
    18
    Ravens LB Ray Lewis
    6
    Colts QB Andrew Luck
    19
    Bears LB Brian Urlacher
    7
    Patriots QB Tom Brady
    20
    Raiders RB Darren McFadden
    8
    49ers LB Patrick Willis
    21
    49ers RB Frank Gore
    9
    Giants WR Victor Cruz
    22
    Eagles QB Michael Vick
    10
    Steelers S Troy Polamalu
    23
    Cowboys TE Jason Witten
    11
    Panthers QB Cam Newton
    24
    Seahawks RB Marshawn Lynch
    12
    Saints QB Drew Brees
    25
    Giants DE Jason Pierre-Paul
    13
    Patriots TE Rob Gronkowski
     
     
    RK
    TEAM
    RK
    TEAM
    1
    Giants
    6
    Packers
    2
    Broncos
    7
    Redskins
    3
    Cowboys
    8
    Patriots
    4
    49ers
    9
    Bears
    5
    Steelers
    10
    Jets

     

    Print | Tags: Marketing and Sponsorship, NFL
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