SBD/June 14, 2013/Marketing and Sponsorship

Panini Unveils Tebow's First Pats Card; Merch Popping Up Around New England

The hype around new Patriots QB Tim Tebow is "alive and well" in New England, as a "slew of Tebow-themed t-shirts, trading cards and jerseys, among other memorabilia items, have recently sprung up," according to Chris Dell of the N.Y. DAILY NEWS. Panini America this week "unveiled a new (albeit photoshopped) Tebow card less than 48 hours after" he signed with the team. The card shows Tebow "donning a full New England uniform," and will be "available nationwide in August." The Patriots also "are selling Tebow." In addition to No. 5 Tebow jerseys being sold for $100 at Gillette Stadium’s official Pats Pro Shop, fans can buy the "cheaper, more fulfilling method of copping a two-tone, detachable Tim Tebow lanyard for less than $6." Meanwhile, six out of 49 Tebow items "are Patriot-related when searching the quarterback’s name on ESPNshop.com, including jerseys for men, women and kids as well as the team’s signature throwback red jerseys" (N.Y. DAILY NEWS, 6/14). ESPN's Darren Rovell said while "most of the merchandise revenue is split" among the NFL's 32 teams, it is "no surprise the Patriots made such quick work of promoting Tebow." A lack of playing time may have "put him on the backburner for the companies he has endorsement deals with," but if Tebow is "anything close to being relevant in New England, expect more companies to give him a shot" ("Money Talk," ESPN.com, 6/11).
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