Panthers QB Cam Newton's appearance in Super Bowl 50 represents another "huge marketing opportunity for Under Armour" following the MVP seasons for Nationals RF Bryce Harper and Warriors G Stephen Curry, as well as the "memorable early success in the career of world No. 1 golfer Jordan Spieth," according to Jeff Barker of the Baltimore SUN. Analysts said that Newton's relatively young age (26) "makes him particularly valuable to Under Armour because he is regarded as a peer of consumers in their athletic prime." Additionally, he is "likely to have a long future in the NFL." Newton "routinely wears Under Armour football cleats highlighting pet causes such as breast cancer awareness (pink) and military service (camouflage)" prior to games. When the game is about to start, he "switches to shoes in the team's colors." According to Dallas-based The Marketing Arm, Newton's Celebrity DBI score has "soared this season." The company said that 72% of consumers "like him 'to some degree,'" which puts him alongside Ronda Rousey, Rory McIlroy and singer Gwen Stefani. UA "almost had two of its best-known endorsers in the Super Bowl," but Patriots QB Tom Brady lost to the Broncos (
Baltimore SUN, 1/26). ABC’s Jimmy Kimmel said of the Newton-Peyton Manning QB matchup headlining Super Bowl 50, “It's the guy from the Under Armour commercials against the guy from the Papa John's commercials" (
"Jimmy Kimmel Live," ABC, 1/25).
NEW FACE OF THE LEAGUE? ABC’s T.J. Holmes said with his "dazzling play and megawatt smile,” Newton is “soaring over Madison Avenue” ("GMA," ABC, 1/26). ESPN's Michael Smith said Newton has become "one of the faces of the league" after this season. ESPN's Jemele Hill said, "As much as we have seen him, with the Beats by Dre commercial and the (Oikos) yogurt ad ... there is still this untapped marketing potential that is this big, high-wattage star in Cam Newton” ("His & Hers," ESPN2, 1/25). In Austin, Cedric Golden writes the old hero (Manning) vs. young villain (Newton) scenario is "tired but predictable because many don’t view Newton as a good sportsman due to his his propensity to over-celebrate and showboat." Golden: "I don’t have a problem with it because Newton is a beloved pied piper of sorts in that locker room." He also "puts smiles on the faces of children when he gives them footballs after touchdowns." Golden: "Want a fresher angle? How about Peyton handing off the corporate torch to Newton?" Earning $11M in endorsement income this season, Newton is "slowly but surely becoming the league’s best young pitchman." That total is only $1M "behind league leader Manning." Golden: "Imagine what will happen when he adds a Super Bowl title and MVP to his résumé" (AUSTIN AMERICAN-STATESMAN, 1/26). NBC News' Janet Shamlian noted Manning’s No. 18 jersey was "flying out of stores ahead of his fourth Super Bowl (appearance) and the chance to end a storied career with a second ring.” But the "heir apparent" is Newton, a "linebacker-sized quarterback with an arm like a rifle who can dive over any defense" (“Nightly News,” NBC, 1/25).
HIS TIME IS NOW: In California, Ryan Kartje writes the NFL’s "most misunderstood and polarizing player had become one of its biggest stars." And the next two weeks, "with all the eyes of the sports world on Newton and his Panthers, should only make that star burn brighter." Kartje: "There’s no better theater in the NFL than Newton" (ORANGE COUNTY REGISTER, 1/26). ESPN’s Israel Gutierrez said Newton “can be LeBron James, he can be this great, transcendent talent at the most important position in all of sports." Gutierrez: "If he wins the Super Bowl right now after going 15-1, he’s on his way to getting there, if not already there” (“Around The Horn,” ESPN, 1/25). ESPN’s Bomani Jones said Newton “is the guy in the league right now” (“Highly Questionable,” ESPN, 1/25).
CAM THE MAN: Newton made the biggest jump in the latest NFLPA Top 50 player sales list, which tracked all merchandise sold through November of the current FY. Newton moves up to the No. 22 spot after ranking 43rd on the previous list, which ran through August. Seahawks QB Russell Wilson again leads the rankings, followed by Brady, Packers QB Aaron Rodgers, Cowboys WR Dez Bryant and Manning (NFLPA). Meanwhile, Manning, one of the league's premier brand ambassadors, lacks any kind of presence on social media, while Newton is currently the 10th-ranked NFL digital brand ambassador on MVPindex (THE DAILY).
