One of Mahomes' first noteworthy endorsement deals was with Bose headphonesbose
Chiefs QB Patrick Mahomes is "starting to pop up more in advertising campaigns for various brands on a local and national level" following his record-breaking season, according to Brooke Pryor of the K.C. STAR. Mahomes late last year signed an agreement to endorse Hunt's ketchup after his love of the condiment became known, and he also has deals with Adidas, Bose headphones, Advocare, Panini, supermarket chain Hy-Vee and K.C.-based private jet service Airshare, among others. He also has a "soon-to-come virtual-reality project where game-players can experience playing quarterback from Mahomes' point of view," as well as a cereal called Mahomes Magic Crunch. Steinberg Sports' Leigh Steinberg and Chris Cabbott, who rep Mahomes, have gone to "great lengths to shape him off the field." With Mahomes' "affable personality," the difficulty comes in "selecting which brands and companies with which to partner." Airshare last year "began a rebranding" away from the name Executive Airshare and saw Mahomes as someone "who could help with the brand's evolution." Airshare "gets to use Mahomes and his likeness to market its product," while the QB "gets to use the jets." Not only does he have a "personal allotment of airtime, his family also gets to use the service." Mahomes "hasn't been in many commercials or on a lot of billboards" around K.C. during his two years with the Chiefs. By "limiting his commercial exposure and valuing relationships over transactions," Steinberg and Cabbott are "setting him up for even greater success in the not-too-distant future" (K.C. STAR, 1/18).
WORKING UP AN APPETITE: In K.C., Pete Grathoff noted Mahomes has signed a deal with Kansas-based Goodcents Deli Fresh Subs and "stars in a commercial for the sandwich company." Mahomes in the ad is "shown warming up while a teacher is at work and Goodcents employees prepare to open their store" (KANSASCITY.com, 1/17).
NEXT YEAR'S MAHOMES? In Baltimore, Amanda Yeager notes Ravens QB Lamar Jackson's star is "on the rise," and his personality, likability and relatability could land him endorsement deals as his "profile grows." MLL Chesapeake Bayhawks President Mark Burdett, a former Ravens exec, said Jackson has the "'it' factor, and that's what everybody in sports and entertainment is looking for." Joe Flacco signed deals "with companies like Pizza Hut, Reebok, McDonald's, Nike, First Mariner Bank, M&T Bank and Haribo" during his decade-long run as the Ravens starting QB. Berger Sports Marketing Founder Mike Berger said that Jackson, who has a "more outgoing personality" than Flacco, "could attract deals of his own." Yaeger notes it is still a "little early to say what Jackson's effect could be on sponsorships and advertising for the Ravens," as those deals will "likely be made in a few months, after advertisers have had time to analyze" the '18 season ratings (BIZJOURNALS.com, 1/18).
