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Volume 27 No. 28
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Which Bucs Player Can Emerge As The Next Marketing Darling?

Johnson Getting Milk; Anything Else?

General Mills' Wheaties will issue a special-edition commemorative box honoring the Buccaneers for their Super Bowl victory. The box will be available in the Tampa/St. Pete market in the next two to three weeks. It will mark the first Wheaties appearance for QB Brad Johnson, LB Derrick Brooks, RB Mike Alstott, WR Keyshawn Johnson and S John Lynch (General Mills)....Brad Johnson is featured in a full-page got milk? ad in today's USA TODAY (THE DAILY).

WHO'S GOT POTENTIAL? In his Super Bowl XXXVII Sports Marketers' Scouting Report, Pickett Advertising Exec VP & Creative Dir Bob Dorfman gives a Touchdown to Bucs coach Jon Gruden, who has got "real sex appeal." With yesterday's win, Gruden's "endorsement potential could skyrocket." DT Warren Sapp gets a Field Goal, as he is "big and charismatic, speaks well and often and usually has something interesting to say." An Extra Point goes to Brad Johnson, as it would be "hard for the average fan to pick Johnson out of a lineup" (THE DAILY). On ESPNews Friday, Dorfman said Buccaneers CB Ronde Barber is "the best-looking guy in the NFL, arguably, and (has) great sex appeal. ... It's a good package deal (with Ronde and his twin brother, Giants RB Tiki Barber) for a marketer" (ESPNews, 1/24).