Xfinity is running a new campaign featuring 49ers RB Christian McCaffrey and “another Christian McCaffrey who doesn’t quite measure up” to show that “other providers don’t measure up to Xfinity,” according to Jon Lafayette of MULTICHANNEL NEWS. The spot, created by Whistle, announces that “not all Christian McCaffreys are the same," while introducing his "namesake, a restaurant manager from Belvidere, Illinois.” With both “dressed in similar workout togs,” the two McCaffreys go through a “series of drills, running, catching footballs and pushing a tackling dummy.” The spot will air across linear networks throughout February (MULTICHANNEL NEWS, 2/7).
IN THE SPOTLIGHT: Marketers at Range Sports, which represents 49ers QB Brock Purdy on and off the field, are trying to deduce how much a Super Bowl victory would enhance his résumé as a commercial endorser. During Super Bowl Week, Purdy is crafting some content for longtime NFL corporate sponsor FedEx, but otherwise, he is keeping a low commercial profile. He got the typical endemics in his rookie season: apparel from Adidas, memorabilia from Fanatics and trading cards via Panini. A deal from the Bay Area Toyota Dealers Association happened this season, and recently, that was upgraded to a national deal. That made Purdy the first active NFL player to pair with Toyota’s new NFL league sponsorship rights. Underscoring Purdy’s college career, an “ambassador” deal with John Deere was also added this season (Terry Lefton, SBJ Marketing).
CHANNEL CHASERS: USA TODAY’s Mike Snider wrote fans are "seeing a lot of" Chiefs QB Patrick Mahomes and TE Travis Kelce in TV ads. The Wall Street Journal reported that Kelce “appeared in more commercials (375) during NFL games than any other celebrity” in the 2023 regular season, while Mahomes came in second with 341. Snider wondered if the "constant TV presence, a result of their success on the field and off," could "put them on the verge of overexposure." UNLV professor of intercollegiate and professional sports management Nancy Lough said, “If I had a brand and was really trying to break through, I'm not going to pay the high dollar for Mahomes or Kelce because they are already well-known.” Snider: “If you think Mahomes and Kelce are getting too much play, you might want to reflect on the recent past. NFL stars and pro athletes have always been prime time players in commercials” (USA TODAY, 2/7).
