SBJ/July 17 - 23, 2006/This Weeks News

Season after Super Bowl victory, Cowher showing higher profile in advertisements

While being video game cover
guy, Cowher will also be in ads
for DirecTV and Motorola.
Pittsburgh Steelers coach Bill Cowher’s handlers at Octagon went into the offseason cautioning marketers that the Super Bowl-winning coach would not be open to a slew of new endorsement deals. But six months later, Cowher has indeed landed deals that will result in his image being used in three national TV campaigns before the NFL season begins.

The NFL’s longest-tenured coach will be featured in ads for DirecTV and Motorola, after earlier coming on board as the cover boy for EA Sports’ new “NFL Head Coach” video game.

The DirecTV ad, from agency Deutsch, has already been shot and should break later this month. It will be similar to the ad running with Peyton Manning in which game footage is digitally interwoven with the ad (see page 11) to produce an effect that will have Cowher appear to “step away” from the action and talk to viewers about DirecTV.

The Motorola ad has not been shot.

In keeping with the coach’s wishes, all three deals were with NFL sponsors.

“Bill’s the quintessential team man, and that includes a team/league orientation in terms of marketing,’’ said Octagon President of Athletes and Personalities Phil de Picciotto, who would not comment directly on the new deals. “That didn’t change with a Super Bowl win.”

Cowher expanded a deal with Mounted Memories to make the company largely the exclusive provider of Cowher memorabilia. He did “less than 10” private corporate appearances since winning the Super Bowl, delivering messages of organizational stability and performance.

On the charitable front, Cowher is continuing to help Pittsburgh-based Family Resources, a child abuse prevention and treatment agency, raise money for a planned multisport athletic facility.

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