SBD/March 11, 2013/Marketing and Sponsorship

Reigning NL MVP Buster Posey Gaining Steam As Product Pitchman, Face For MLB

Posey's jersey is the top seller with one online retailer of MLB merchandise
Giants C Buster Posey, who has won an MVP Award and two World Series titles in his three MLB seasons, is "getting endorsements and becoming an important face" of the league, according to Ann Killion of the S.F. CHRONICLE. Posey's No. 28 jersey is the "top seller" at one online retailer of officially-licensed MLB merchandise. Giants President & CEO Larry Baer said Posey's jersey is the top seller in Giants outlets "by a big factor." Killion notes Posey also has "done ads for Toyota and DirecTV, as well as PlayStation, has posed for a GQ photo shoot, and can be seen in supermarket checkout aisles on the cover of the current issue of Men's Health." He also "has an iPhone game called 'Buster Bash.'" Posey is "active on social media, and he spent Friday morning doing [an] online Reddit chat with fans." No one is "too concerned about Posey getting overexposed." For one thing, "he likes to be efficient in his time management: He noted that it took about four hours to shoot the 30-second PlayStation spot." Posey said, "I can pull the plug on any of it if I want to. I'm the one that's in control of it. I'm not being forced to do any of it." Killion writes the Giants "have never been shy about marketing their players," but they are "happy they don't have to worry about Posey becoming overexposed." Baer said, "We don't have to worry about him getting trapped in a bad endorsement deal or being spread too thin. And he's the last one you have to worry about with off-the-field issues" (S.F. CHRONICLE, 3/11).
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