SBD/July 16, 2014/Marketing and Sponsorship

Howard, Dempsey See Value As Endorsers Skyrocket Following World Cup Run

Howard (r) is now recognized by more than one third of Americans
U.S. G Tim Howard and F Clint Dempsey's value as advertising spokespersons "soared with their stellar World Cup performances," according to data from The Marketing Arm cited by Cheryl Hall of the DALLAS MORNING NEWS. Howard is now "recognized by more than a third of Americans" and when it comes to "endorsement value, Howard ranks No. 17 in a field of about 3,500 celebrities in the agency’s database." Dempsey is known by nearly 30% of American consumers and ranks No. 33 when it comes to "being a pitchman" (DALLAS MORNING NEWS, 7/16). Howard's agent recently said he is closing in on several new deals for his client, and Howard said it is important to him to be seen as a role model to kids. When looking for corporate partners, he said they need to "feel the same way about their own images." Those are the company he would "like to be associated with." He said he does not believe he has "just jumped at any opportunity because a company wanted me." Howard: "Just because there was money on the table doesn’t mean that I took it." Howard noted most endorsement deals are "oftentimes pretty short-lived," as companies are "often not looking to do tremendously long contracts." Howard: "They’re always trying to catch the next big thing. I do believe that relationships are important. I always feel that if it works for me and it works for them, if there’s a good rapport, then longer-term relationships -- one year, two years, five years, whatever that means -- help to grow my brand and the company’s brand. Consistency’s important" (ADWEEK.com, 7/14).
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