Celtics Stars Set To Reap Endorsement Benefits Of Championship
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Big Three Should Be Able To Cash
In On NBA Finals Appearance |
Celtics Fs Kevin Garnett and Paul Pierce and G Ray Allen after winning the NBA Championship Tuesday can "expect to collectively reap tens of millions in new corporate endorsements," according to Scott Van Voorhis of the BOSTON HERALD. Massachusetts Sports & Entertainment Commission Managing Dir Rich Krezwick: "In one day, the Big Three catapult their brands into an elite status. That is when the money starts flowing." Baker Street Partners VP & Exec Creative Dir Bob Dorfman estimated that Garnett alone could "bring in another $10[M] in new deals over the next several years," and he already is set to appear on a Wheaties box. But Van Voorhis notes Pierce, until now a "regional sports celebrity, stands to make the most dramatic strides." Dorfman said that Pierce "could see another [$5-10M] in deals," as his Finals performance "could make him a natural fit for brands looking to project toughness and determination," such as razors and trucks (BOSTON HERALD, 6/19).
NOTHING BUT THE TRUTH: The HERALD's Van Voorhis notes Spalding has moved "swiftly to capitalize on its long-standing sponsorship deal with Pierce" (BOSTON HERALD, 6/19). Spalding is moving Pierce to the front of several different marketing efforts, and he is featured on the front page of the company's Web site. Spalding will also feature Pierce in a full-page ad in the upcoming SI NBA Championship commemorative issue with the headline, "The Truth Now Has A Nice Ring To It." In addition, the company is producing a limited-edition commemorative gold champions basketball that includes a laser-engraved logo. A basketball featuring Pierce, Garnett and Allen commemorating the Celtics' return to the NBA Finals has already sold out (Spalding).
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Celtics Hats Among The Top Sellers
At Merchandise Tent In Boston |
FLYING OFF THE SHELVES: In Boston, Warren Allen reports the big sellers among Celtics championship merchandise at a Boston-area Modell's Sporting Goods tent were "ballcaps, the gray locker room and green roster T-shirts and a woman's shirt saying 'We Beat L.A.'" Modell's sales rep Mike Mendez said, "We've been out here since about 4 o'clock in the morning and it's basically been nonstop." Allen notes items such as shoes worn by Pierce in the Finals have "popped up on eBay, priced at about $1,500, while a mint-condition Game 6 ticket stub was going for $50" as of 4:30pm ET yesterday (BOSTON HERALD, 6/19). Modell's CEO Mitch Modell Tuesday night opened the doors to a separate Boston-area store at 12:30am and "welcomed 350 fans that he says were beating on the door to be let in. The store opened yesterday at 5:00am, and Modell said that there were 150 people inside before 6:00am (BOSTON HERALD, 6/19).
IMPOSSIBLE MESSAGE? In Portland, Brent Hunsberger reported Garnett, an adidas endorser, after Tuesday's Finals-clinching game during an interview with ABC's Michele Tafoya yelled, "Anything's Possible! Anything's Possible!" Hunsberger wrote, "Trouble is, adidas' slogan is 'Impossible is Nothing,'" and the phrase "Anything is Possible" has been used by Chinese athletic shoe and apparel company Li Ning. However, adidas Head of Global Basketball PR Travis Gonzolez yesterday said that adidas "didn't plant any branding seed in Garnett before the win." Gonzolez: "If we were going to do anything with him, we would have definitely made sure the messaging was correct" (OREGONLIVE.com, 6/18). CNBC's Darren Rovell added Garnett's scream during the interview "was done in a way that made him look like he thought he was at the end of that Under Armour commercial" (CNBC.com, 6/18).
BRAND NEW: Jordan Brand on ABC after Tuesday's game broke a new spot titled "Voices," via Wieden & Kennedy, N.Y., a congratulatory ad for Jordan Brand endorser Allen and for the Celtics. The ad celebrates the history of the Celtics both old and new, showcasing Allen as well as late Celtics President Red Auerbach and Basketball HOFers Bill Russell and Bob Cousy. The spot ends with Jordan Brand's new brand campaign tagline, "Become Legendary" (THE DAILY).
DISC JOCKEY: Warner Bros. on July 15 will release a Celtics Championship DVD featuring highlights and player interviews for $24.98. To celebrate its release, the company is "planning a green-carpet premiere in Boston and a series of autograph sessions" (BOSTON GLOBE, 6/19).
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