(Courtesy of Chef’s Cut Real Jerky)
With the 2016-17 NFL season kicking off on Thursday night, Seattle Seahawks defensive back Earl Thomas announced some news away from the gridiron.
The five-time Pro Bowler signed an equity deal Wednesday with Chef’s Cut Real Jerky, the first ownership deal for Thomas. While on its face it looks like a traditional partnership, in reality it is more expansive, leveraging Thomas’ personal website to drive jerky sales. It’s the first time the brand has leveraged a partner’s own platform.
Thomas, who has incorporated jerky into his diet ever since his time at the University of Texas, joins other Chef’s Cut athletes, including Boston Red Sox designated hitter David Ortiz and Denver Broncos linebacker Von Miller.
“When looking for partners, we like athletes that are building their personal brand off the field too, which Earl is definitely doing,” said Ben Garnero, Director of Marketing for Chef’s Cut Real Jerky. “…Given Earl’s on-the-field credentials and his tremendous fan base, we could not ask for a better partner.”
Garnero explained that during the on-going conversations with Thomas’ marketing representatives, his “loyal and engaged fan base was at the center of the discussion.” He said that Chef’s Cut is focused on expanding relationships with all of its partners, including Thomas, outside of the paid endorsement deals traditionally seen in the marketplace. According to Garnero, Thomas is a perfect test case of an athlete building his own brand but also utilizing his own website and social followings to grow a product he believes in.
“We view the e-commerce angle with earlthomas.com as another great retail outlet for Chef’s Cut Real Jerky,” added Garnero, who declined to comment on the e-commerce revenue split. “…(Thomas’) audience is already interacting and purchasing items from him on his .com, so why not incorporate his favorite snack into that offering? It’s something that we are watching the results of closely, too.”
Through the new partnership, Thomas will also be featured in traditional local in-store and external advertising initiatives along with digital and social media campaigns.
Thomas has other partnerships with American Express, Jordan Brand and Sellen Construction. On Thomas’ behalf, the deal was negotiated by marketing agent, Max Sutro, of Laguna Hills, Calif.-based Athletes First.
