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Marketing and Sponsorship

Panthers QB Newton Transcending Charlotte Market With Team On Cusp Of Super Bowl

Panthers QB Cam Newton has “transcended this top-25 market to become the first national superstar in the history of Charlotte team sports,” according to a front-page piece by Jonathan Jones of the CHARLOTTE OBSERVER. Newton is “regularly featured on national television advertisements, has his own clothing line and his touchdown celebrations are copied by players and fans alike.” People “can’t escape Newton’s likeness throughout Charlotte.” He is “advertising cologne in the fragrance section” and selling "headphones and sports energy drinks on TV." Before and after games, he "shows up in a perfectly tailored suit and sequined or spiked loafers," and he "even has added a foxtail to his wardrobe.” Dick’s Sporting Goods data shows that Newton “has the sixth-best selling NFL jersey” since ’13. Charlotte-based Bespoke Sports & Entertainment CEO Mike Boykin said that this season is “uncharted territory for Newton and the Panthers,” as the team is playing in the NFC Championship on Sunday. Boykin: “The Panthers are the biggest deal in sports, in the most popular league in this country, and they happen to be in Charlotte. The amount of coverage and publicity of the stories, they’re everywhere. You can’t buy that.” Jones noted if Newton “can engineer a Super Bowl run, there will be an even larger breakout.” Boykin said that should the Panthers win the Super Bowl, Newton “can reach the star status of a Peyton Manning or a LeBron James.” Boykin: “There’s a whole other stratosphere for Cam Newton. If he wins a ring, the first in the Carolinas, I just think he’s right on the cusp of even more” (CHARLOTTE OBSERVER, 1/17).

FRONT & UNDER CENTER
: Newton’s fashion sense was examined by GQ’s “style guy” Mark Anthony Green. ESPN’s Reese Waters said Newton’s fashion game is “a little bit more controversial” than his playing style. Green said there have been “two things that have been guarantees this season: That Cam Newton is going to play well and that Cam Newton is going to look great after the game.” Green said of Newton in an all-black suit, “He looks like James Bond at quarterback.” Waters said, “Instead of going to the crazy tie or colorful blazer, you think shoes is a way you can stand out when everybody else is dressed up.” Waters said Newton’s “personal trademark is the foxtail." Green: “We don’t have a foxtail rack. There’s a reason for that” (“SportsCenter,” ESPN, 1/14).

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