Any consumer of broadcast sports has seen a dramatic increase over the last year or two in advertising for the latest male enhancement products, OTC supplements and medicines which promise to raise the amount of testosterone in males, something which occurs naturally in men as they age. Years after prescription drugs for erectile dysfunction used league sponsorship deals, (Cialis with the NFL, Viagra with MLB and NASCAR) OTC testosterone supplements with brand names like Ageless Male, Testo-Factor and T-Bomb are entering the market. Now comes the latest sign that the various remedies for low testosterone may be turning into a viable category for those selling sports marketing, along with media: a Super Bowl media tour tomorrow by former NFLer Mike Alstott. The six-time Pro Bowler will carry the flag here for Complete Nutrition’s Mancore line of testosterone-boosting and weight-loss supplements. “Mike Alstott is a guy the Mancore demographic can relate to," said Complete Nutrition VP/Marketing Amy Bailey, “and he’s a great inspiration for men across the country to get in shape.” CAA Sports Consulting represents Complete Nutrition and brokered the deal with Alstott who, not coincidentally, also is a CAA client. Along with pushing Alstott through radio row here, the 39-year-old former Buccaneer will be employed in digital and radio campaigns for Complete Nutrition, which has 171 stores across America. Count on more marketing dollars, even as the claims of increased testosterone are debated. "This is a category still in launch phase, so I think you will see more money in the market, because athletes make a lot of sense as spokesmen for this," said Marc Ippolito, the President and General Counsel of Illinois-based Burns Entertainment & Sports Marketing. "Naturally, viability of the category depends on the success of the product. So there's still some wait and see on this."
