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SBD/April 30, 2013/Marketing and Sponsorship
Collins Could Land Lucrative Marketing Opportunities Following Announcement
Published April 30, 2013
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DEALS OUT THERE TO BE MADE: SI's Jon Wertheim said Collins is “so much more marketable than he was yesterday" following the announcement. Wertheim: "I think there are a lot of companies looking to align with him” (“Power Lunch,” CNBC, 4/29). Baker Street Advertising Exec VP & Exec Creative Dir Bob Dorfman said companies "will respond very positively" to the announcement. Dorfman noted it "would have helped if he was a bigger star," as Collins is "not exactly a household name or a household face.” But he added, “The LGBT market they say is close to a $1 trillion market in buying power. There is a lot of opportunity there.” Dorfman: “Then I would expect there would be lots of offers for book deals and speaking engagements” (GLOBE & MAIL, 4/30). The San Jose Mercury News’ Mark Purdy said, “You know what’s going to be a big deal? The first endorsement deal that Jason Collins signs after this. ... When other athletes see Jason Collins isn’t hurt by that, that’s when you’re going to see more of this” (“Chronicle Live,” Comcast SportsNet Bay Area, 4/29).