SBD/July 19, 2013/Marketing and Sponsorship

Buster Posey May Be A Star On The Field, But Yet To Cash In On Marketing Potential

Posey last year became the first MLBer to release a self-branded mobile app
Giants C Buster Posey is the reigning NL MVP and a two-time World Series champion, but he is “not a brand” and “not a renowned pitchman,” according to Tom Verducci of SI. Endorsement offers “poured in” to Posey and agent Jeff Berry during the offseason, and Posey “rejected just about all of them.” He did shoot a commercial for Sony’s “MLB 13: The Show” and has endorsements with Under Armour, DirecTV, sports drink BodyArmor, and "Bay Area car dealers, but that’s about it.” Posey, who has the best-selling jersey on MLB.com since the start of the season, said, “I don’t ever want to do something that will compromise my preparation for the team.” Giants President & CEO Larry Baer said, “Buster is cut out of all-America land. … If Buster was walking down Madison Avenue on a busy Saturday afternoon, my guess is that one or two people might -- might -- recognize him.” Verducci notes Posey last year “did become the first major league player to release a self-branded mobile app.” It is an “Angry Birds-type flick game in which players try to hit home runs to win the currency of virtual sunflower seeds” (SI, 7/22 issue). "Buster Bash Pro," the sequel to Posey's app, was released earlier this week and is available as a free download on iTunes. The game integrates BodyArmor and DirecTV into play. CAA Sports brokered the deal for the app on behalf of Posey (CAA).
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