SBD/February 3, 2014/Marketing and Sponsorship

Super Bowl MVP Smith Gets Disney World Spot, While Wilson's Marketing Profile Rises

Smith is the first defensive player ever to star in the Disney commercial
Seahawks LB Malcolm Smith, who was named MVP of Super Bowl XLVIII, looked into the camera after the game and shouted, "I'm Going To Disney World!," as part of the production for Disney's traditional postgame spot. Smith is scheduled today for a parade at Disney's Magic Kingdom in Orlando in front of guests and Seahawks fans. Smith will be the first defensive player to star in the Disney ad (Disney). In San Diego, Michael Gehlken reports a Disney official "picked up the phone" after Smith intercepted a second-quarter pass and returned it for a touchdown. At that point, "negotiations began." Smith's declaration of "I'm Going to Disney World!" "didn't make airwaves this time, as a contract wasn't in place for Smith" by the conclusion of the game. Dozens of players from both teams "signed a Disney contract" before the game. The agreement "comes with a long list of obligations, beginning with the on-camera moment." While most Disney contracts "are for $30,000," it is "a $50,000 gig" for some players (SAN DIEGO UNION-TRIBUNE, 2/3).

THE WOLF-BADGER OF WALL STREET: Baker Street Advertising Senior VP & Exec Creative Dir Bob Dorfman said that Madison Avenue execs "will flock" to Seahawks QB Russell Wilson. Dorfman said that the Seahawks' win will "result in at least" another $2M in endorsements for him. Univ. of Oregon Warsaw Sports Marketing Center Dir Paul Swangard said Wilson is "primed to establish himself as the next-generation NFL pitchman.” Swangard: “It’s almost impossible to get personality and performance in the same NFL player package without some off-the-field risk. Wilson seems as mainstream and clean cut as they come and that’s exactly what makes an NFLer marketable" (BLOOMBERG NEWS, 2/3). FORBES' Kurt Badenhausen wrote, "Make no mistake -- Wilson is a star." Wilson is "already one of the NFL’s most marketable players." His jersey was the NFL’s "second best seller in 2013," behind only Broncos QB Peyton Manning. He "already has endorsement deals with Nike, Alaska Airlines, American Family Insurance, EA Sports and Levi’s." Wilson’s "price tag just went up with Corporate America." Wilson joins the Patriots' Tom Brady, Steelers' Ben Roethlisberger and NFL Network's Kurt Warner as "quarterbacks to win a Super Bowl in their second year in the NFL," and the Seahawks "will not be leaving the NFL’s elite any time soon" (, 2/2). Wilson will be on CBS' "Late Show with David Letterman" tonight. The HOLLYWOOD REPORTER's Philiana Ng noted this "marks the 10th straight year the Super Bowl-winning quarterback has visited" the show following the game (, 2/2). American Family Insurance this morning ran a full-page ad in USA Today featuring Wilson with the copy, “Work Hard. Stay Humble. Dream Big” (THE DAILY).

DRINK IT IN: Coke Zero will celebrate the Seahawks' win with a limited edition commemorative can. The specially-marked 12-ounce cans will be produced starting today at Coca-Cola's Bellevue plant and sold at retailers in the Seattle region. Coke Zero is the Seahawks' official soft drink (Coca-Cola).
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