Stand By Your Man: Sponsors Stayed True To Paul George During Long Injury Rehab

CAA Sports officials said that none of Pacers F Paul George's "prospective or current sponsors backed away" after he "suffered a gruesome leg injury" last August in a USA Basketball exhibition, according to Anthony Schoettle of the INDIANAPOLIS BUSINESS JOURNAL. George’s "star has been on the rise since he entered the league" in '10, but that "was put on pause" with his injury. While playing in only six games, he "kept himself busy during his down time this season filming TV commercials for Papa John’s, AT&T and the American Heart Association." George also signed a deal with Bleacher Report to "film a documentary of his recovery." Additionally, he "helped design a new line of caps released by New Era" -- one of George’s existing sponsors -- during this year’s NBA All-Star weekend. Two new Papa John’s commercials featuring George along with the AT&T spot and the American Heart Association PSA -- which also features his mom, a stroke victim -- "all began airing this month." The spots were "planned months in advance, when it was still unclear when he would return" to the court (IBJ.com, 4/21). SPORTSBUSINESS JOURNAL's Liz Mullen reported Gatorade also "launched an in-store promotion featuring George as part of a campaign relaunching its Lemon Ice flavor." CAA marketing agent Jessica Holtz, who is on the team that negotiates George's deals, said, "Nobody has shied away from him. If anything, people have stepped up even further to show how proud they are of their association with Paul" (SPORTSBUSINESS JOURNAL, 4/13 issue).

COOKING WITH CURRY: Under Armour Founder, Chair & CEO Kevin Plank said that the company's goal is to build a $1B basketball brand "centered around" Warriors G Stephen Curry. MARKETWATCH's Trey Williams noted UA "seems to be on the right track." But Sterne Agee Managing Dir Sam Poser said that talk of a "billion-dollar basketball business is premature." Poser said that UA "has a huge opportunity" in Curry, but he "will have to develop appeal beyond his on-court performance." Poser said while Curry "is a great player," it is "about whether he's able to gain that iconic status where wearing his shoes is cool" (MARKETWATCH.com, 4/21).