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Marketing and Sponsorship

Columnist: Tebow's Celeb Status To Be "Put To The Test" From Bottom Of Eagles' Depth Chart

Tim Tebow "hasn't appeared in an NFL game" since the Jets released him in April '13, but now that he is "back (at least for a while) in what is likely to be a limited role with the Eagles, the true force of his celebrity promises to be put to the test," according to Mike Sielski of the PHILADELPHIA INQUIRER. Tebow "had endorsement/sponsorship deals with five companies" in '13. At least two of those deals, with Soul Electronics and Jockey, "have expired." Two companies that had endorsement contracts with Tebow in '12 -- Nike and The FRS Company, which sells energy drinks -- "did not respond to requests for comment." IEG Senior VP/Content Strategy Jim Andrews said, "He's a very interesting case study for this kind of thing. With him, it's not just about the athletic abilities." Sielski writes after Tebow failed to make the Patriots in '13, it "became difficult for anyone, let alone a business looking for an endorser who could draw in customers, to see Tebow without the cap and clipboard." Backup QBs "generally don't make particularly attractive pitchmen," while third-stringers "are even less useful." A guy who "can't earn a roster spot ... forget it." Still, Tebow said that the "dissolution of some of those partnerships did not bother him." There is one company that has "remained unflagging in its belief in the appeal of Tebow's persona." On its Facebook page, TiVo "has released a series of 15- and 30-second ads as part of a new campaign" (PHILADELPHIA INQUIRER, 7/10). Meanwhile, only 15 NFLers had more jersey sales on NFLShop.com in June than Tebow. Giants WR Odell Beckham Jr. topped the list, with Titans QB Marcus Mariota, Patriots QB Tom Brady, 49ers QB Colin Kaepernick and Packers QB Aaron Rodgers rounding out the top five (THE DAILY).

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