NFL Giants QB Eli Manning’s “appeal among advertisers is expected to soar” after winning his second Super Bowl title on Sunday, and marketing experts indicated that “could translate into millions of dollars worth of additional endorsements,” according to Susan Todd of the Newark STAR-LEDGER. Engage Marketing President & Chief Solutions Officer Kevin Adler said of Manning, "His marketability increases exponentially and immeasurably, and by that I mean there’s no limit to the upside. He’s an incredible commodity." Marketing Evaluations Exec VP Henry Schafer, whose company’s Q Scores measure consumer appeal of athletes and other personalities, said that Manning’s familiarity rating is “likely to get as much as a 30 percent boost from his Super Bowl performance and the anticipated onslaught of postgame publicity.” Manning reportedly earned $7M "in endorsements last year.” Schafer predicted that Manning’s endorsements were “likely to climb into the double digits, rivaling” his brother Colts QB Peyton Manning’s $15M in endorsements and Patriots QB Tom Brady’s $10M (Newark STAR-LEDGER, 2/7). AD AGE’s Rich Thomaselli noted now that Eli “has separated himself from Peyton in Super Bowl rings, experts say he'll do the same when it comes to endorsements.” Adler said Eli “goes to the next level as an endorser." Thomaselli wrote that Eli “plays in New York is certainly a bonus for his marketing career, but he has yet to demonstrate Peyton's charisma” (ADAGE.com, 2/6). Baker Street Advertising Exec VP & Exec Creative Dir Bob Dorfman said, “He’ll never have to settle for a six-figure deal again. It’s seven figures or nothing” (USA TODAY, 2/7). On Long Island, Neil Best noted Eli Manning yesterday left Indianapolis “in a private plane after a morning news conference, and by early afternoon, he was riding with Mickey Mouse in a Disney World parade.” He then left Florida for N.Y. and taped David Letterman's show “in the early evening” (NEWSDAY, 2/7).
LET'S SALSA! ESPN.com’s Kristi Dosh wrote Giants WR Victor Cruz on Sunday “ruled social media.” Twitter’s official Super Bowl tracker found that Cruz “led Manning in Twitter mentions most of the game, although Manning took over once the game ended.” Dosh asked, “So will that end up being simple trivia for Cruz, or could the buzz lead to more endorsements?” Burns Entertainment & Sports Marketing President Doug Shabelman: “If you’re making clutch catches game in and game out through the playoffs and the end of the year, you’re going to become marketable and have that recognition factor right away.” Shabelman “isn’t aware of any national endorsements for Cruz going into this season, but thinks he could get some now” (ESPN.com, 2/6). Meanwhile, IMG Worldwide yesterday formally announced it will handle endorsements, speaking engagements and other marketing for Cruz, with IMG VP Carlos Fleming representing him (IMG Worldwide).
