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Marketing and Sponsorship

Warrior Dash: Stephen Curry Trying To Keep Endorsement Haul In Perspective

Warriors G Stephen Curry is "not only a star on the court but is becoming one off it as well," as endorsement deals with Under Armour, State Farm, Degree and Express have made him a "familiar face on our TVs for more than just basketball," according to Ananth Pandian of CBSSPORTS.com. Curry was the leading vote-getter for last month's NBA All-Star Game, and he has the "second-best selling jersey in the NBA." That popularity with fans is a "big reason why brands ... have aligned themselves with Curry." Endorsement deals can cause an athlete "to lose their personality but this doesn't seem to be a problem for Curry," as he "appears to be genuinely acting like himself" in the ads. He said, "I just try to have fun with it and not be too serious. I try to let my personality show in commercials. This is an opportunity that I thought I would never have just from playing basketball." Pandian noted Curry during the All-Star Saturday night festivities "dressed up as his State Farm alter-ego Sebastian Curry to arrive at the arena." He said, "After I left the hotel, I couldn't respond to Stephen. I had to train myself to go by Sebastian." Curry noted he is "not the most athletic guy," but shooting is something people "can work on and get better at if they put in the time." Pandian noted that sentiment is shown in Curry's latest Under Armour ad, as he is seen "doing nothing but shooting." Later in the ad, a group of kids appears "behind him, mimicking his shot." That image "is powerful not only for shoe sales but also for the fact that there are legions of youth who are now focusing on their shot thanks to Curry" (CBSSPORTS.com, 3/24).

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