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SBD/January 23, 2014/Marketing and Sponsorship
Seahawks' Sherman Sees Spike In Marketability, Becomes Face Of Super Bowl
Published January 23, 2014
ALREADY PAYING OFF? AD AGE's McCarthy & Bulik report QSRs and beverage companies are "particularly interested" in Sherman for both "traditional and digital ad campaigns." Jamie Fritz, Sherman's marketing agent, indicated that the Pro Bowler is only interested in "national, multi-year partnerships, not one-off deals." Fritz added that Sherman is "not signing new deals until after" the Super Bowl. McCarthy and Bulik note that is a "risk," but his price "will only go up" if he plays well in the game (ADAGE.com, 1/23). Artigue Agency Principal Ray Artigue indicated that Sherman could land endorsements for "companies with core male audiences looking to market machismo." Artigue: "A little bit of bravado can go a long way in the sports industry relative to popularity and ringing the cash register" (AZCENTRAL.com, 1/21). But ESPN's Stephen A. Smith said Sherman "needs to be careful." Smith: "He seems to be just as dedicated to his marketability as he is to his play on the field, and he's willing to be the pariah, the hated guy, the bad guy" ("First Take," ESPN2, 1/21).
LIVING IN THE LIMELIGHT: Sherman held a press conference following practice yesterday, and in Seattle, Larry Stone writes, "If you thought that Sherman would be cowed or shellshocked, somehow chastened by the furor from his postgame interview with Erin Andrews, well, you don’t know him well enough." Sherman was "clearly a man who felt perfectly comfortable in his skin" (SEATTLE TIMES, 1/23). Sherman, when asked if he can imagine what Super Bowl Media Day is going to be like, laughed and said, "I really can't. But I imagine it's going to be fun, and I'll embrace it, and I’ll have my teammates there, and we'll enjoy the moment, man" (SEATTLETIMES.com, 1/22). ESPN's Ed Werder noted Sherman is "going to command a lot of attention" next week and he is "going to have a lot of opportunities" to get in front of the cameras ("SportsCenter," ESPN, 1/22).