Favre Trade Sparks Merchandise Frenzy, Sets Jersey Sales Record

Favre's Jets Jersey Already In High Demand

THE POWER OF FOUR: DAILY VARIETY's Mike Flaherty reported Jets coach Eric Mangini, as "part of the pitch" to lure Favre to the Jets, "told Favre of the marketing and promotional boom that a move" to the N.Y. area could mean (DAILY VARIETY, 8/8). CNBC's Michelle Caruso-Cabrera Thursday said of Favre's off-the-field impact, "Think Oscar de la Hoya. Past his prime, but he still makes more money in the boxing ring than anyone else. ... David Beckham. He's past his prime but everyone wants to see him." CNBC's Dennis Kneale: "Favre is finally going to become a true endorsement hero. He will make a ton of money, more from endorsements than playing" ("Power Lunch," CNBC, 8/7). ESPN’s Tony Kornheiser said, “Right now, Brett and Deanna Favre are David and Victoria Beckham in New York City.” Kornheiser added Favre is going to make "about $45[M]" in endorsements in the next 12 months. But ESPN’s J.A. Adande said, “This is much more of a sports story than a Page Six story. David Beckham is People magazine. Brett Favre is still Sports Illustrated” (“PTI,” ESPN, 8/7). BRANDWEEK's Barry Janoff writes Favre "will become the marketing face of the [Jets] as it seeks to steal some of the spotlight from the Super Bowl defending champion" Giants. Favre also is "likely to become a fixture in the New York metro area with the team's marketing partners and other local companies." ESPN Radio 1050 N.Y. already is dubbing itself as the "exclusive home of Brett Favre and the New York Jets" (BRANDWEEK.com, 8/8). ESPN’s Jim Rome: “Now we have one of the biggest stars in the league and the biggest story of the year relocating to the biggest media market in the world. It is going to be all Favre all the time” (“Jim Rome Is Burning,” ESPN, 8/7).

Packers Pro Shop Will Continue Selling Favre's Packers Jersey

SAME FACE, NEW PLACE: EA Sports later this month will release a downloadable cover of "Madden NFL 09" depicting Favre in a Jets jersey. The main physical version of the game will release Tuesday as planned with cover athlete Favre in a Packers uniform, as reiterated early yesterday in a blog post from EA Sports President Peter Moore. But the online cover offering, to be released at easports.com and can be printed to lay over the existing cover, heightens an existing trend of alternate EA game covers that generally has been limited to special retail promotions (Eric Fisher, SportsBusiness Journal).

McManus Says Favre's Debut On CBS To Be Available In More Markets

TOUGH COVERAGE: In N.Y., Bob Raissman writes unless Favre "has a change of heart -- highly unlikely -- his media plan will make life difficult for notebooks and microphones assigned to cover him." The only access reporters can look forward to is "one mass interview during the week and his postgame sessions," and Favre's "fresh-squeezed juice will be reserved for national TV types." Milwaukee Journal Sentinel Assistant Managing Editor/Sports Garry Howard said of Favre, "He'll talk to one person, like [ESPN's] Chris Mortensen, to get his message out. That's the way he operated here" (N.Y. DAILY NEWS, 8/8).

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