Luck Getting More Comfortable With Endorsements Entering Fourth NFL Season

Colts QB Andrew Luck "has shed his conservative approach to endorsements" as he enters his fourth season as an established "NFL star," according to Mark Alesia of the INDIANAPOLIS STAR. Luck: "I didn't want to overextend myself, and make sure I could focus on football. That was the plan. I managed to do well on the field, and certain opportunities come out of that. The more you do, the more you feel comfortable with how things operate." Alesia noted Luck "will be seen far more this season, with television commercials for DirecTV, BodyArmor and TD Ameritrade." Data shows that Luck has "tremendous potential." His national recognition among all demos "is only mediocre -- on a par with model Chrissy Teigen and golfer Rory McIlroy," but he ranked in the top 7% in the "critical attribute of trust -- on a par with actors Liam Neeson and Kristen Wiig." His recognition from '12-15 grew from 28% to only 29%, but his Q Score -- "the percentage of people who counted him as a favorite among all celebrities" -- grew from 11% to 18%. In their respective spots, BodyArmor and DirecTV "went for humor, casting Luck in roles that run counter to his public image as someone serious, brainy, not attracted to the spotlight." Luck, who "started as a Gatorade endorser," switched two years ago to BodyArmor, which gave him an equity stake. He said that he "used the product in college." TD Ameritrade "signed Luck to a two-year deal in January." Acting on TD Ameritrade's behalf, Intersport "spent two months to identify Luck as the right endorser before a deal was signed" (INDIANAPOLIS STAR, 8/30). To see Luck's complete endorsement portfolio, click here (Resource Guide LIVE).