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Marketing and Sponsorship

Howard, Dempsey See Value As Endorsers Skyrocket Following World Cup Run

U.S. G Tim Howard and F Clint Dempsey's value as advertising spokespersons "soared with their stellar World Cup performances," according to data from The Marketing Arm cited by Cheryl Hall of the DALLAS MORNING NEWS. Howard is now "recognized by more than a third of Americans" and when it comes to "endorsement value, Howard ranks No. 17 in a field of about 3,500 celebrities in the agency’s database." Dempsey is known by nearly 30% of American consumers and ranks No. 33 when it comes to "being a pitchman" (DALLAS MORNING NEWS, 7/16). Howard's agent recently said he is closing in on several new deals for his client, and Howard said it is important to him to be seen as a role model to kids. When looking for corporate partners, he said they need to "feel the same way about their own images." Those are the company he would "like to be associated with." He said he does not believe he has "just jumped at any opportunity because a company wanted me." Howard: "Just because there was money on the table doesn’t mean that I took it." Howard noted most endorsement deals are "oftentimes pretty short-lived," as companies are "often not looking to do tremendously long contracts." Howard: "They’re always trying to catch the next big thing. I do believe that relationships are important. I always feel that if it works for me and it works for them, if there’s a good rapport, then longer-term relationships -- one year, two years, five years, whatever that means -- help to grow my brand and the company’s brand. Consistency’s important" (ADWEEK.com, 7/14).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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