Packers To Offer Favre Marketing Deal Upon Retirement

Packers To Offer Favre Long-Term  Marketing Deal Upon His Retirement

ENDURING LEGEND: Packers officials said that the team "sold more than $1[M] a year in Favre merchandise at its Pro Shop and through its website." Murphy: "He's been the face of our organization for a decade-and-a-half. This was a big deal to us, given how much revenue that he has brought in over the years. We looked at it as a business deal that would have made sense for us and for him." Milwaukee-based Lammi Sports Management President Brian Lammi: "Brett is going to have value for a long time. He is going to be identified as a legend in Wisconsin and throughout the country, so the agreement would financially benefit the Packers. It makes sense to try and continue to capitalize on his popularity." Lammi added that the memorabilia portion of the agreement "could be the most lucrative." Lammi: "Memorabilia has such a huge value for collectors" (SPORTING NEWS TODAY, 8/15).

MIXED SIGNALS: CNBC's Darren Rovell reported Favre's Jets jersey is the NFL's "best seller and his Packers jersey, believe it or not, is right behind." Also, a Davie Brown Index report on Favre shows his overall awareness among U.S. consumers has risen 11.2% since May 5 to 81.2% on August 13. However, Favre's appeal, aspiration, endorsement and trust scores in that time period dropped 9.1%, 3.3%, 4.2% and 7.8%, respectively. Favre's current scores are: appeal 71.4%; aspiration 68.7%; endorsement 70.6%; and trust 60.3% (CNBC.com, 8/14).

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