SBD/November 11, 2013/Marketing and Sponsorship

NFL QBs Newton, Kaepernick Successful Endorsers With Different Images

Newton often appears in dress clothes, while Kaepernick displays his tattooed body
NFL Panthers QB Cam Newton and 49ers QB Colin Kaepernick both "enjoy celebrity status, but with vastly different images," according to Jonathan Jones of the CHARLOTTE OBSERVER. Newton is "the clean-cut endorser of several brands, many of which have been with him since the beginning of his NFL career," while Kaepernick "displays heavily tattooed arms with an equal number of endorsements." Perhaps the "biggest difference" between the two QBs "can be found on Google Images." While the first 20 most-searched images that appear of Newton consist of 10 that "have him in dress clothes" and 10 "of him in some type of football apparel." Meanwhile, 13 of Kaepernick's first 20 images "are of him either shirtless or nude." GMR Marketing Exec VP/Sports Marketing Mike Boykin said, "There are some brands that may not choose to align themselves with Colin, but I think there are more brands that like what they see and realize what they can do for their brand." Kaepernick from April 1 to Sept. 30 had "the best-selling jersey at the NFL's official online store," while Newton, "for the first time in his career, was not in the top 25." Still, both "are highly marketable." Newton has endorsements with Belk department stores, Beats by Dre, Under Armour and Gatorade. Kaepernick endorses Jaguar, MusclePharm, flavored mouthguard company MoGo, and McDonald’s. Boykin, when "asked which player is more marketable ... picked Kaepernick." Boykin: "You have to say Colin because of the success of the franchise, the history, the success of the team last year, obviously the market size. There are a lot of factors that play in Colin’s favor. If Cam and the Panthers continue to have the success they’re having, I truly believe that he has the ‘It’ factor and can be a national star" (CHARLOTTE OBSERVER, 11/10).
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