The New York Jets have gained serious marketing momentum over the Super Bowl champion New York Giants by acquiring veteran quarterback Brett Favre.
And Favre can figure on a big payday from promotions in his move from Green Bay to New York City.
Coming off a dismal losing season, the Jets already look like winners without scoring a touchdown. They wasted no time in putting Favre’s marketing magic to work: the team is already hawking the quarterback’s new Jets on its Web site. His jersey was already among the National Football League’s top all-time sellers.
Scoring Big Apple marketing money was reportedly a major factor that ultimately swayed Favre to join the Jets instead of the Tampa Bay Bucaneers. Not that Favre is wanting for endorsement dollars: industry analysts estimate he drew $7 million as spokesman for Wrangler Jeans and Snapper lawn mowers last year.
Wrangler isn’t contemplating any major strategic shift from its current tact of using Favre’s image for in-store displays in its multi-year deal. But Craig Errington, Wrangler vice president of marketing, sees an immediate payoff for his brand: “This has really heightened his visibility more than in the past. We feel that’s a benefit for Wrangler.”
A survey by Marketing Evaluations, Inc. last winter ranked Favre as one of the most recognizable athletes among U.S. sports fans—and the most well liked, barely edging out golfer Tiger Woods in that category.
But the media melodrama of Favre’s acrimonious departure from Green Bay could lose him popularity points, according to Steven Levitt, president of Marketing Evaluations.
“The circus that has been reported could have an impact on his likability score,” says Levitt.
Results from the company’s latest poll currently being conducted will tell that tale. But Levitt doubts any shift in fans’ opinions will dampen advertiser’s interest.
“I think companies still like to hitch their wagon to the major stars,” he said.
New York media loves a star, and Favre’s profile is certain to keep ascending, with his national and local corporate endorsements likely to challenge quarterback Peyton Manning’s league-leading $13 million in estimated annual payouts.
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