Super Bowl Stars Likely To See Less Money, Fewer Deals This Year
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Super Bowl Win May Not See Warner Earn
High-Paying Endorsement Deals |
The "toxic financial state will significantly affect" the endorsements stars of Super Bowl XLIII will receive, according to Bob Raissman of the N.Y. DAILY NEWS. 16W Marketing co-Founder & President Steve Rosner said, "The big names will get some deals, but not for the dollars they have been accustomed to. The second-tier guys won't get anything at all." Rosner added of the marketability of the Super Bowl MVP, "If a player has been popular on and off the field prior to a Super Bowl, he can get to the next level (in terms of endorsement dollars) and national deals. But if it's a guy who hasn't been marketed before, and has little name recognition, he might get a couple of local deals, but nothing on a national level." Raissman noted "no one can be certain how much money will be available in marketing budgets for endorsement contracts" (N.Y. DAILY NEWS, 1/25). SPORTSBUSINESS JOURNAL's Liz Mullen notes both Cardinals QB Kurt Warner and Steelers QB Ben Roethlisberger were scheduled to shoot ads for the "Got Milk?" campaign that are scheduled to run this week. However, despite "revived corporate interest," both Priority Sports & Entertainment's Rob Lefko, who handles Warner's marketing, and Rep 1 Sports Group's Ryan Tollner, who reps Roethlisberger, said that the QBs "intend to take a wait-and-see approach, especially toward new deals." Lefko: "In addition to the 'Got Milk' deal we discussed, we expect to finalize another deal with Walt Disney Co. this week and anticipate announcing a new book deal about Kurt and his family during Super Bowl week." Meanwhile, Tollner said of Roethlisberger's deals, "In terms of major, major endorsements, we are going to wait and be selective. If he wins, that puts him in a pretty elite category" (SPORTSBUSINESS JOURNAL, 1/26 issue).
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Cardinals Gear Continues To Sell
Strong Locally |
CARDINALS RULE: In Phoenix, Max Jarman reported the Cardinals' Super Bowl run "has left manufacturers and retailers scrambling to keep [WR] Larry Fitzgerald jerseys and other team merchandise on store shelves." Lacey Millanes, Operations Manager at a The Sports Authority location in Tempe, Arizona, said, "We're getting shipments in twice a day and selling out." The Cardinals' team stores in Tempe and Glendale also "have been stocking up and have been experiencing record traffic all week." Cardinals Merchandise Manager Percy Silva: "Anything with a Cardinals logo and a Super Bowl logo flies off the shelves." Meanwhile, Reebok VP/NFL Merchandising Kenny Gamble said that demand for Cardinals merchandise "has been much greater than Reebok expected" (ARIZONA REPUBLIC, 1/24).
STEEL RESOLVE: In Pittsburgh, Chris Togneri reports merchants in the Ybor City section of Tampa said that Steelers merchandise "has far outsold Cardinal gear." Florida-based Sports Mania VP Matt Smith said, "I'd say 80[%] of what we're selling is to Pittsburgh fans" (Pittsburgh TRIBUNE-REVIEW, 1/26).
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