SBD/October 16, 2013/Marketing and Sponsorship

Cabrera's Endorsements Are Few, But More Opportunities Are Coming

Cabrera endorses Maltin Polar, a nonalcoholic malt beer sold in Venezuela
Tigers 3B Miguel Cabrera despite being a Triple Crown winner "doesn't have many endorsement deals," according to Bill Shea of CRAIN'S DETROIT BUSINESS. It is "unknown whether that is from a lack of interest on the part of marketers, or his wishes." Sources estimated that Cabrera, who is featured in a new Chrysler commercial called "Road To Greatness," has "earned $150,000 to $200,000 yearly from endorsements." That figure is "paltry compared to the tens of millions for some pro athletes." However, it is "increasing as more companies seek to use him to endorse their products." Cabrera has an endorsement deal with Maltin Polar, a "nonalcoholic malt beer brewed and sold in his native Venezuela." Cabrera's agency SFX Baseball Group said that he "also has deals to endorse Franklin batting gloves, Wilson fielding gloves, and New Balance baseball cleats." Pittsburgh-based PLB Sports in April "introduced 'Miggy's Salsa' in jars featuring Cabrera's face." Other deals include "a calendar cover" for '15 for Workman Publishing, Bozeman Watch Co., Oakley, Sony Playstation and T-Mobile. Cabrera also has done "advertising in Florida for Venezuela's state-owned Citgo Petroleum Corp. that operates Citgo gas stations" (CRAINSDETROIT.com, 10/15).
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