As the Super Bowl approaches most Americans (including myself) are looking forward to not just the game, but the hilarious, entertaining commercials. So this made me think, who is the best athlete endorser now? Personally, I would have to say Peyton Manning without a doubt.
Since the beginning of his career Manning has been a very marketable athlete and has always been highly regarded by the public. He has a (relatively) untainted record with the public, never disappointing anyone with run-ins with authorities and keeping a private life. Manning also is constantly giving his time and money to charity: working with the sick, underprivileged and elderly. He understands how illness can harm others as he has witnessed with his older brother Cooper who developed spinal stenosis near the end of high school.
Manning’s family connections have been very enticing to company’s when searching for athlete endorsers. As a rookie and in his early years, Manning was immediately a sought-after endorser because of his family connections to the NFL with his dad’s previous stint in the NFL. More recently, he and his brother, Eli, have earned numerous endorsement deals through their NFL brother-quarterback combo.
In 2006, after taking a survey, Sports Business Journal named Peyton Manning as the most marketable player in the NFL earning over 50 percent of the first place votes. In 2006 when this survey took place, Manning was an incredible quarterback in the NFL, but had nothing to show for it; he had yet to win a Super Bowl. However, during the 2006 season, Manning carried his team to the Super Bowl and won his first Super Bowl ring…looking for one more this weekend.
Finally, Manning is willing to do anything for a good laugh and entertainment. He is willing to make fun of himself and through his goofy and gentle nature he is able to poke fun at other athletes, including his brother Eli. Sony, through the current deal, paired Manning with many unlikely candidates (Sony artist Justin Timberlake, ESPN reporter Erin Andrews, “America’s Next Top Model” judge Nigel Barker) to create an entertaining environment. Sony, like many other companies, has found success in the past with Manning promoting their products and has continually returned to him.
Rumors are that this Sunday Manning will not just be seen on CBS during the game, but he will be making a cameo…or two…during the commercial breaks with another unlikely partner, Jersey Shore’s Mike “The Situation” Sorrentino. This should be another priceless commercial for Peyton.
Caity Shepherd
Notre Dame ‘10
Social Foundations of Coaching
