Sports Endorsements

Advertising has always been an important aspect to sports.  It is a way fans can associate to a message that a company is endorsing.  A sports promotion can be associated with a team or to an individual player.  Teams that are successful can create a positive image for a certain product or service.  College teams use this type of advertising to attract recruits, think of the Oregon Ducks and what Nike does for them.  Nike is an influential factor in the sports world as it has had a long list of superstar power when it comes to athletes promoting their brand.  Athletes like Michael Jordan, Tiger Woods, Kobe Bryant, Adrian Peterson, and another long list of high profile athletes.  This is a good marketing tool for Nike as they are able to use these promotional methods to get brand association.  Younger generations see these professional athletes wearing a certain brand and the thought process is they can be just as good wearing the same gear.  In the movie Friday Night Lights, in one scene there was product placement with Nike as player Boobie Miles makes the statement “Bobbie’s gonna knock’em out with black Nikes on his feet! (IMDB, 2011).  It is a key example how influential professional athletes are when it comes to branding.

After helping New Orleans win a Super Bowl against the Indianapolis Colts, Drew Brees has become more of a marketing tool than ever before.  As everyone knows that Peyton Manning holds himself to high standards and is regarded as one of the most influential people in the world.  Drew Brees after the Super Bowl has started to make his own image as a standup individual who has a comedic side to himself also.  After Hurricane Katrina, Drew Brees and others associated with the Saints worked at trying to build back a city.  Drew Brees has graced the cover of EA Sports Madden football game, he has been a Super Bowl MVP, Dove For Men, and other endorsements.  Drew Brees has been involved with a long list of fund-raising and charitable events.  Drew Brees was part of the “Let’s Move” campaign which focused on childhood obesity (Sports Business Journal, 2010).  Drew Brees marketability is only going to grow as the New Orleans Saints are one of the best teams in the league and has improved his status with his charitable foundations.  Brees may take over Manning as the most marketable National Football League Player this year as Peyton Manning is sidelined with a neck injury.  Drew Brees is working in a wide variety of endorsements and charitable events that make if very flexible on what he is able to do.  With staying out of the media for bad publicity Drew Brees can continue to bring in large endorsement deals.

References:  IMDB.  (2011). Friday Night Lights Retrieved From: http://www.imdb.com/

Pedersen, P.M., Miloch, K.S., & Laucella, P.C. (2007) Strategic Sport Communication. Champaign Illinois: Human Kenetics