http://www.indystar.com/apps/pbcs.dll/article?AID=/20060128/SPORTS03/601280493/1100
Endorsement
• 1. Peyton Manning, $10.5 million
• 2. Tom Brady, $9 million
• T3. Brett Favre, $7 million
• T3. Michael Vick, $7 million
January 28, 2006
Marketers won't sack Manning
Despite playoff setbacks, Colts QB hasn't lost his appeal
By Phillip B. Wilson
[email protected]
January 28, 2006
Peyton Manning played a key role in a big playoff loss and drew criticism for citing the Indianapolis Colts' protection problems against Pittsburgh, but national sports marketing experts predict the bad day will have no adverse effect on the NFL's endorsement leader.
"The effect will be virtually nil," said Dean Bonham, chairman and CEO of The Bonham Group, a national sports and entertainment marketing firm in Greenwood Village, Colo. "Peyton Manning is regarded on Madison Avenue as well as in the sports world as one of the most credible athletes and endorsers in the world."
Fans have short memories, he said. They will quickly forget that the Pro Bowl quarterback, sacked five times in the Colts' 21-18 loss to Pittsburgh in an AFC divisional playoff game Jan. 14, became a sports talk whipping boy after violating a taboo when he mentioned the problems of his offensive line.
"Peyton is the gold standard in the NFL," Bonham said. "I don't see any scenario where Madison Avenue would back off of him. Peyton is a guy you can put your logo on and you know it will be safe in 10 years."
If there is a potential negative, it's that Manning must be mindful his recent "blip on the radar," as Bonham called his bad day, could impact endorsements if those moments were to occur with too much frequency.
"He can't let the blip become a trend," said Paul Swangard, managing director of the University of Oregon's Warsaw Sports Marketing Center.
Reebok, which is in its second contract with Manning, is unconcerned.
"Peyton is as important to us as any asset we have at Reebok," said Eddie White, vice president of team properties. "It's safe to say he'll be with Reebok as long as he plays football."
Manning made $10.5 million in endorsements last year, according to Sports Illustrated. Sports marketing and industry journalists suggest that number is inflated -- companies don't reveal contract terms and agents have been known to report a higher figure to generate more lucrative deals. But the lowest Manning endorsement estimate for last year is $7 million by Forbes Magazine associate editor Kurt Badenhausen, and that's still tops in the NFL.
"Peyton is in a league by himself in terms of endorsements," said Badenhausen, who ignores the common knocks that Manning is 3-6 in the playoffs and has yet to go to the Super Bowl. "This isn't a guy who got endorsement deals based on his winning the big game."
For Manning, it's about setting records, making headlines and maintaining a humble, folksy persona.
"He's the nicest guy in the world and everybody loves him," said Terry Lefton, editor-at-large of Sports Business Daily & Journal. "He will continue to be well fed. And he can always add more if he wins more."
Manning currently has one of the funniest commercials on TV, a second MasterCard installment in which the star turns the tables by being an enthusiastic fan of the common man. He's also under contract with Gatorade, DirecTV, Sony and Kraft. Locally, he pitches Marsh Supermarkets and St. Vincent Health, among others. Analysts suggest Manning could do as many deals as he wants.
"I'm sure he turns down 10 times as many deals as he signs," Badenhausen said.
Endorsement
• 1. Peyton Manning, $10.5 million
• 2. Tom Brady, $9 million
• T3. Brett Favre, $7 million
• T3. Michael Vick, $7 million
January 28, 2006
Marketers won't sack Manning
Despite playoff setbacks, Colts QB hasn't lost his appeal
By Phillip B. Wilson
[email protected]
January 28, 2006
Peyton Manning played a key role in a big playoff loss and drew criticism for citing the Indianapolis Colts' protection problems against Pittsburgh, but national sports marketing experts predict the bad day will have no adverse effect on the NFL's endorsement leader.
"The effect will be virtually nil," said Dean Bonham, chairman and CEO of The Bonham Group, a national sports and entertainment marketing firm in Greenwood Village, Colo. "Peyton Manning is regarded on Madison Avenue as well as in the sports world as one of the most credible athletes and endorsers in the world."
Fans have short memories, he said. They will quickly forget that the Pro Bowl quarterback, sacked five times in the Colts' 21-18 loss to Pittsburgh in an AFC divisional playoff game Jan. 14, became a sports talk whipping boy after violating a taboo when he mentioned the problems of his offensive line.
"Peyton is the gold standard in the NFL," Bonham said. "I don't see any scenario where Madison Avenue would back off of him. Peyton is a guy you can put your logo on and you know it will be safe in 10 years."
If there is a potential negative, it's that Manning must be mindful his recent "blip on the radar," as Bonham called his bad day, could impact endorsements if those moments were to occur with too much frequency.
"He can't let the blip become a trend," said Paul Swangard, managing director of the University of Oregon's Warsaw Sports Marketing Center.
Reebok, which is in its second contract with Manning, is unconcerned.
"Peyton is as important to us as any asset we have at Reebok," said Eddie White, vice president of team properties. "It's safe to say he'll be with Reebok as long as he plays football."
Manning made $10.5 million in endorsements last year, according to Sports Illustrated. Sports marketing and industry journalists suggest that number is inflated -- companies don't reveal contract terms and agents have been known to report a higher figure to generate more lucrative deals. But the lowest Manning endorsement estimate for last year is $7 million by Forbes Magazine associate editor Kurt Badenhausen, and that's still tops in the NFL.
"Peyton is in a league by himself in terms of endorsements," said Badenhausen, who ignores the common knocks that Manning is 3-6 in the playoffs and has yet to go to the Super Bowl. "This isn't a guy who got endorsement deals based on his winning the big game."
For Manning, it's about setting records, making headlines and maintaining a humble, folksy persona.
"He's the nicest guy in the world and everybody loves him," said Terry Lefton, editor-at-large of Sports Business Daily & Journal. "He will continue to be well fed. And he can always add more if he wins more."
Manning currently has one of the funniest commercials on TV, a second MasterCard installment in which the star turns the tables by being an enthusiastic fan of the common man. He's also under contract with Gatorade, DirecTV, Sony and Kraft. Locally, he pitches Marsh Supermarkets and St. Vincent Health, among others. Analysts suggest Manning could do as many deals as he wants.
"I'm sure he turns down 10 times as many deals as he signs," Badenhausen said.
