Sports marketing experts believe that despite Buccaneers first-round pick Jameis Winston's off-field issues, his "prospect as a product endorser remains strong," according to Jessica Golden of CNBC.com. The Legacy Agency's Greg Genske, who represents the first-overall pick in this year's NFL Draft, said that he "hasn't encountered any companies that are nervous about signing Winston, and he expects the quarterback to immediately enter into business relationships after he signs" with the Bucs. Genske added that Winston "is focused on his brand, but on football first and foremost." Baker Street Advertising Senior VP & Exec Creative Dir Bob Dorfman said that Winston "may make a good endorser for an edgier brand" and that he "expects regional and local relationships to begin cementing" smaller-level deals once he is under contract. But Golden noted Winston's "overall score from Repucom ranks him 3,597 out of 3,664 celebrities the firm ranks -- putting him on par with individuals such as Johnny Manziel, Lance Armstrong and Plaxico Burress." Nike, in the "weeks before the draft," signed both Winston and Titans first-round pick Marcus Mariota (CNBC.com, 4/30).
THE BEAT GOES ON: USATODAY.com's Michael Colangelo notes Mariota "released a Beats by Dre commercial hours before the NFL draft, but the best brand exposure may have been" when he answered the Titans' call "with his Beats by Dre headphones firmly in his ears." Normally, it "wouldn’t matter what Mariota uses for his handless device, but Beats by Dre is in direct competition with Bose, the official sound (and headphones) of the NFL." Beats by Dre "has been a consistent thorn in the side of the NFL," and this is "just another example." Until the penalties "become severe, players and Beats by Dre can continue to utilize creative ways to get exposure." Beats by Dre, which has deals with three of the first four picks, "was a big winner" at the Draft (USATODAY.com, 5/1). ESPN.com's Darren Rovell reports Beats by Dre also "has signed" Mariota, Winston and Raiders first-round pick Amari Cooper (TWITTER.com, 5/1). Meanwhile, LICENSEMAG.com noted Oyo Sports is "leading the charge" in licensed products featuring the current crop of NFL Draft prospects with a line of "collectible mini-figures." Featured players include Winston, Sammie Coates, Cooper and Todd Gurley. Oyo, which has a licensing agreement with NFL Players Inc., planned "to have professional product ready for the top 15 Draft picks at the main store at the event" on Thursday night in Chicago (LICENSEMAG.com, 4/30).
HANGING LOOSE: In Hawaii, Darin Moriki noted Nike "is already taking steps to promote" Mariota. To "honor his local ties," the Oregon-based company "unveiled a pair of Lunar Force 1 Premium shoes designed specifically" for Mariota. The white sneakers are "emblazoned with a bold, Polynesian pattern in green," and are "accompanied by an etched koa wood box with the Aloha State's area code, 808, etched on the outside." Nike officials said that only two pairs of the shoes "have been made and will not be released to distributors and retailers" (BIZJOURNALS.com, 4/30).
