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Tony Romo's stature as celebrity endorser grows following improbable win
Oct 9, 2007
ROMO’S STATURE AMONG MARKETERS GROWS AFTER IMPROBABLE MONDAY NIGHT WINDALLAS -– Question: How does an NFL quarterback throw five interceptions in a single game and actually improve his stature as a celebrity endorser?
Answer: When that quarterback is Tony Romo.
Despite throwing nearly a half-dozen picks during last night’s game against the struggling Buffalo Bills defense, Romo’s stature among marketers continues to grow, say celebrity endorsement experts.
“It’s rare when so much can go wrong for a guy and he still manages to win,” said Scott Sanford, senior client director for Dallas-based Davie Brown Talent, which matches major brands with celebrity endorsers. “That makes it special. That he plays for the Dallas Cowboys – a global brand – makes it more special. And it doesn’t hurt that he’s a good looking guy with a great attitude who hangs out with Carrie Underwood.”
According to the Davie Brown Celebrity Index (DBI), which evaluates the marketing potential of celebrities based on consumer surveys, Romo already rates higher overall among consumers than Hall of Fame quarterbacks Dan Marino and Terry Bradshaw. Less than 20 percent of U.S. consumers recognize Romo, but among those who know him, his appeal (or “likeability”) scores are on par with celebs like Jay Leno, Russell Crowe, and Jerry Seinfeld.
Romo also scores well in the DBI’s “aspiration” attribute, scoring in the same neighborhood as celebs like Robert Redford, Willie Mays, and Arnold Schwarzenegger.
Romo’s DBI “notice” score, which indicates the degree to which consumers take notice of a celebrity when they appear on TV, film or print, is about the same as Demi Moore, Jon Stewart, and Fergie from the Black Eyed Peas.
“And these scores were before last night’s game, which was televised nationally on ESPN, and featured Romo pulling himself up and leading his team back to an improbable win,” said Sanford. “It’s an engaging story that generates a lot of buzz.”
According to the DBI, going into the game, Romo was about as well known among U.S. consumers as Michael Bublé, the Grammy-nominated big band singer, and Michael Vartan, Jennifer Garner’s co-star in the TV series “Alias.”
Sanford says Romo’s awareness will increase steadily “as long as the Cowboys continue to win. Winning five games to start the season is one thing. Winning the Super Bowl is something else entirely. From a marketing standpoint, it’s the ultimate stage.”
