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SBJ/Sept. 20-26, 2010/In-Depth
Endorsement comings and goings from the past 12 months
Published September 20, 2010, Page 32
DECEMBER 2009: Topps signs Washington Nationals pitcher Stephen Strasburg to a multiyear agreement that grants the trading card company exclusive rights to autographed Strasburg cards and game-used memorabilia cards.
JANUARY2010: Nike signs tennis player Maria Sharapova to an eight-year, $70 million sponsorship extension. The deal includes a line of dresses designed by Sharapova, and she will receive a percentage of those sales.
FEBRUARY 2010: McDonald’s reaches a multiyear deal with LeBron James, who later in the year delivers his much-anticipated decision to join the Miami Heat.
FEBRUARY 2010: Nike signs top NFL prospect Ndamukong Suh.
FEBRUARY 2010: Adidas signs a lifetime contract with 22-year-old Serbian tennis player Ana Ivanovic, the youngest athlete to sign such an agreement with the company.
FEBRUARY 2010: Under Armour signs swimmer Michael Phelps to a multiyear endorsement deal for outside-the-pool training. The deal will extend beyond the 2012 London Olympics.
APRIL 2010: Nike signs a seven-year extension with LeBron James. Terms were not disclosed but his original seven-year contract with Nike, signed in 2003, was worth $93 million.
JUNE 2010: Reebok signs Pittsburgh Penguins center Sidney Crosby to a deal for between five and seven years worth $1.4 million per season.
JUNE 2010: Reebok signs No. 1 overall NBA draft pick John Wall to a five-year, $25 million deal.
JULY 2010: Panini America signs No. 2 NBA draft pick Evan Turner (below) giving them exclusive rights to use the player’s autograph in card products.
JULY 2010: Russell Athletic signs Cleveland Browns third-round draft pick Colt McCoy to a multiyear deal for all of Russell’s brands including Spalding, Bike and Russell Outdoors.
JULY 2010: Jockey International signs Denver Broncos rookie Tim Tebow to a three-year agreement that is believed to be much larger than the player’s recently signed EA Sports and Nike deals.
JULY 2010: Red Bull signs a deal with San Francisco Giants pitcher Tim Lincecum.
AUGUST 2010: Puma signs a four-year extension with Jamaican sprinter Usain Bolt, worth a reported $40 million.
WINTER 2009-10: AT&T, Accenture, Gatorade and Buick each drop Tiger Woods from their endorsement roster following the golfer’s admission of marital infidelity. Watchmaker Tag Heuer downscales a similar deal.
JANUARY 2010: Adidas ends its endorsement of Gilbert Arenas after the Washington Wizards guard pleads guilty to a felony gun charge.
APRIL 2010: PLB Sports, which marketed “Big Ben Beef Jerky” for Pittsburgh Steelers quarterback Ben Roethlisberger, terminates its five-year business relationship with the player after details of Roethlisberger’s encounter with a 20-year-old college student emerge. That same month, Pittsburgh Zoo & PPG Aquarium replaces Roethlisberger’s image on a display with one of hockey great Mario Lemieux.
MAY 2010: The Boston Celtics’ Kevin Garnett opts out of his Adidas lifetime contract and signs a multiyear deal with ANTA Sports Products, a China-based sporting goods company.
MAY 2010: Nutrisystem ends its deal with Lawrence Taylor following the Pro Football Hall of Famer’s arrest on rape charges.
JULY 2010: Under Armour terminates its short-lived relationship with Dallas Cowboys rookie wide receiver Dez Bryant after the player shows up at Cowboys training camp wearing Nike shoes.
SEPTEMBER 2010: Reebok decides against finalizing its proposed endorsement deal with New England Patriots rookie Brandon Spikes after a sexually explicit video of the player emerges on the Internet.
SEPTEMBER 2010: AT&T and Reebok terminate deals with Floyd Mayweather Jr. after the boxer releases a 10-minute Internet video diatribe against fighter Manny Pacquiao, in which Mayweather makes racist and homophobic remarks.
Source: SportsBusiness Journal research