Panthers QB Cam Newton is using his appearance in Super Bowl 50 to "establish himself as a pitch-man to America’s youngest consumers," as unlike other pro athletes "chasing moneyed older fans, Newton is wooing kids," according to Scott Soshnick of BLOOMBERG NEWS. According to the Celebrity DBI database compiled by Dallas-based ad agency The Marketing Arm, Newton "is the most highly rated quarterback in seven of the eight categories that matter to brands" among 13- to 17-year-olds. Among all public figures, Newton "still charts with teens: His 'aspiration' ranking puts him at No. 221, more than 1,200 spots" above Broncos QB Peyton Manning. Newton has been the "top seller for the last three months" for youth-sized shirts and jerseys sold by Fanatics.com. He will "capitalize on this popularity with the new Nickelodeon show, currently titled 'I Wanna Be.'" Newton over 20 episodes will "take kids on adventures, like performing with Cirque du Soleil." WME/IMG's Carlos Fleming, who reps Newton, said, "The show is going to give Cam the chance to go head first into the kids market." Soshnick noted Newton's marketing team plans to position him "with digital deals and data-driven businesses like fitness trackers, all of which skew younger." Under Armour, Gatorade, Microsoft and GM are part of Newton’s $11M endorsement portfolio, But at least one NFL sponsor -- Dannon -- "chose Newton precisely because of his appeal to a family-oriented audience." Dannon VP/Marketing Art D'Elia said that the company "attached Newton to its Oikos brand, counting on him to get to moms' and dads' grocery lists via their kids" (BLOOMBERG NEWS, 2/3).
BECOMING THE FACE OF THE LEAGUE: Newton ranked 2nd in jersey sales at NFLShop.com during the '15 season, behind just Patriots QB Tom Brady, and SNY's Eamon McAnaney said Newton's popularity is "going to skyrocket" if the Panthers win the Super Bowl. With a win, Newton, is "going to be the biggest star in the NFL by Monday morning." McAnaney: "He already is. You see his commercials left and right already." SNY's Sal Licata said, "I thought everybody hates Cam Newton. How can he have the No. 2-selling jersey?" But he conceded that "arrogance aside," Newton "is the face" of the league ("Loud Mouths," SNY, 2/3). ESPN’s Stephen A. Smith called Newton a “superstar" and said, "He’s elevated his game to superstar status for this particular season." Smith: "Cam Newton deserves our respect. Cam Newton deserves our love. Cam Newton deserves our adulation, because he’s been nothing short of phenomenal” (“First Take,” ESPN2, 2/4).
PERCEPTION IS KEY: An ESPN.com survey shows a larger percentage of NFL fans believe that Newton "faces criticism because of his actions on the field than because of his race." Nearly two out of three fans -- 62% -- believe criticism of Newton "is because of his style of play on the field (63% of white fans and 38% of black fans)." Only 14% "think it's because of his race." The number of people who "think race is part of how Newton is perceived is significantly higher among blacks who responded to the survey" -- 34% think criticism is racially based, while 38% think it is "for his flashy style." The survey was conducted Jan. 30-Feb. 1 and included 705 adults, 493 of whom "considered themselves pro football fans." The margin of error is plus/minus 5.5% (ESPN.com, 2/3). THE MMQB's Peter King wrote, "Most people think whatever the Cam controversy is, it's not about the state of black quarterbacks. It’s more about the state of his on-field exuberance" (MMQB.SI.com, 2/1). In DC, Deron Snyder writes Newton's skin color is "irrelevant from the moment the ball is snapped until the whistle blows." Snyder: "It's everything else about Newton that fans the flames of melanin-based animosity: the exuberance, the dancing, the clothes, the outsized personality" (WASHINGTON TIMES, 2/4). In Boston, Ron Borges: "If the Superman thing has worn a little thin with some folks that doesn't necessarily make them a racist or Newton right about where he's taken whatever criticism there's been of him" (BOSTON HERALD, 2/3).
WHAT'S ACCEPTABLE AND WHAT'S NOT: USA TODAY's Jarrett Bell noted when Seahawks QB Russell Wilson appeared in the past two Super Bowls, and 49ers QB Colin Kaepernick played in the one before that, their "stature as African-American quarterbacks was barely a story line." However, Newton’s case is "about cultural acceptance -- and why his 'dabbing' and other forms of expression are used as polarizing fuel" more than Packers QB Aaron Rodgers’ discount double-check or Patriots QB Tom Brady’s head-butting ever was. Panthers RB Jonathan Stewart said of Newton, "Take that style with the smile and swagger, and people think it’s cockiness, when all he’s doing is having fun" (USA TODAY, 2/3). In Boston, Christopher Gasper wrote people should "not pretend that the Dab ... is some sort of civil rights statement in disguise." Gasper: "It's just a fun football celebration from a guy who enjoys the spotlight and himself." Additionally, not all criticism of Newton "has racial roots," as he "offends some sensibilities with his puerile ... and petulant behavior." However, for Newton and other African-Americans, there is "always that lingering thought -- does this person dislike me for who I am or what I am?" (BOSTON GLOBE, 2/3).
PULL FROM BOTH SIDES: ESPN N.Y.'s Ian O'Connor wrote Newton never intended for his comments from last week "to stir a debate on black and white in the NFL and beyond." Newton "maintained he was talking about his unique size and skill set last week, about underdogs and flawed prospects." Black sports sociologist Harry Edwards said, "Most of today's athletes aren't ready for the backlash, and they forget they don't control that, especially in this age of 24-hour social media" (ESPNNY.com, 2/3). In Charlotte, Jonathan Jones wrote sports stars "are athletes, but they’re also entertainers." Bringing up such a "divisive topic like race -- again whether (Newton's) right or not -- could alienate companies, consumers and fans." Newton "has a platform to speak on race," but he does not "have to be this generation’s Jim Brown or Muhammad Ali, and it’s unfair for anyone to ask that of him when you're damned if you do talk about it and damned if you don't" (CHARLOTTE OBSERVER, 2/3).
