Kobe's Marketing Appeal Growing With MVP, Lakers' Success
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Bryant (r) Accepting NBA MVP Award
From Kia Motors' Alex Fedorak |
There is talk that Sony execs are "currently exploring a bigger deal" with Lakers G Kobe Bryant than the one he signed to be on the cover of "NBA '07," according to CNBC's Darren Rovell, who writes his blog entry under the header "Kobe's Marketing Mojo Returns." Bryant yesterday was named the NBA MVP, and if the Lakers win the NBA Championship, "more blue chip brands could come calling." Bryant has signed to endorse Vitaminwater and appeared in his first ad for the drink in last week's SI alongside Rockets F Tracy McGrady, Magic C Dwight Howard and Cavaliers F LeBron James. Vitaminwater yesterday ran an ad in the L.A. Times congratulating Bryant for winning the MVP award, and the company also is planning a billboard in L.A. featuring Bryant. Meanwhile, sales of Bryant's Nike shoes have "been relatively successful, so much so that Bryant got his deal extended," and Nike last month announced that he will be the "face of their Olympic basketball shoe, the Hyperdunk." Wheaties reportedly has "inquired about putting Bryant on a special edition MVP box" (CNBC.com, 5/6). USA TODAY's David Leon Moore writes about Bryant winning the award under the header, "Bryant's Likability Shows As New MVP" (USA TODAY, 5/7).
CASHING IN THE BIG TICKET? In Boston, Scott Van Voorhis notes the Cavaliers-Celtics Eastern Conference semifinal series features a matchup between "two of the sport's marketing superstars," James and Celtics F Kevin Garnett. Baker Street Partners VP & Exec Creative Dir Bob Dorfman estimated that Garnett "may have the most to gain" by winning a championship, with the "potential to boost his sponsorship portfolio by a healthy 30[%]." Dorfman said Garnett "has been a little lost in terms of not being in a big market. This is kind of his opportunity to win a championship and really cash in on a grander scale" (BOSTON HERALD, 5/7).
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