Kobe Could See Return To Marketing Glory After Latest NBA Title
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Bryant Likely To Be Back In
Upper Echelon Of Endorsers |
Lakers G Kobe Bryant after winning his fourth NBA championship has "completed a marketing comeback that no athlete in the history of sports marketing has pulled off," according to Darren Rovell of CNBC.com. After Bryant's sexual assault charge in '03, deals with McDonald's, Coca-Cola, Spalding and Nutella "were not renewed." Nike "stuck with Bryant, but put marketing" of him on hold. Rovell wrote whether "every single decision maker in corporate America is ready to use Bryant or not isn't the point," but that Bryant, "once again, will have his choice of top brands to endorse" (CNBC.com, 6/15). Baker Street Partners VP & Exec Creative Dir Bob Dorfman in his annual NBA Finals Sports Marketers' Scouting Report writes Bryant's fourth title "will solidify his return to marketing glory." But it is "doubtful that Kobe will ever be embraced by the general public the way Michael Jordan has been -- there's just too much baggage surrounding him." Detractors "still question his sincerity and believability -- traits essential for an effective pitchman." Meanwhile, Dorfman notes though Magic C Dwight Howard was "less than super in the Finals, his upside as a player and pitchman is as broad as his shoulders," and his "strong postseason showing is likely worth another $5M or more in deals." Look for Howard's current marketing partners to "feature him more prominently, and expect a host of new companies ... to come calling" (THE DAILY).
WHAT TO WEAR: adidas has released its Lakers '09 NBA Champions Locker Room T-shirt. The shirt is decorated in team colors and designed with the official team logo, '09 NBA Champions graphic and the 15X Champions emblem screen-printed on the front. The T-shirt retails for $19.99 and is available at NBAStore.com (NBA).
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