Interviews & Articles
Millsport's senior sports business executives are available for interviews, commentary, and analysis on a number of sports marketing and sponsorship topics. To arrange an interview, please contact Chris Anderson at (214) 259-3290.
MVP honors will open marketing doors for other Manning, say experts
Feb 3, 2008
MVP HONORS WILL OPEN MARKETING DOORS FOR OTHER MANNING, SAY EXPERTSPHOENIX -- With a Super Bowl title and an MVP award in hand, is Eli Manning poised to match the marketing power of his brother Peyton?
"In terms of marketing, M-V-P might as well stand for 'Most Valuable Pitchman,'" said Dan Belmont, president of the Dallas-based sports marketing firm Millsport, which handles sports marketing duties for a number of leading brands, including AT&T, Frito-Lay, and Tylenol. "It gives Eli instant recognizability among not only fans, but marketers looking for celebrities to endorse their products and services."
However, Belmont is quick to point out that earning Super Bowl MVP honors doesn't assure a player of becoming a marketing superstar.
"When it comes to marketing and endorsements, a Super Bowl MVP is to an athlete what an Oscar is to an actor," said Belmont. "But there are plenty of Oscar winners out there who never get a call from a major brand asking them to appear in an ad campaign. What it does is separate you from the pack of great athletes. It gives you another point of
differentiation."
According to the Davie Brown Index (DBI), which helps brand marketers quantify the endorsement potential of celebrities, winning the Super Bowl MVP immediately translates into improved scores in awareness and notice.
"What we've seen is that, in the short term, Super Bowl MVPs get a nice boost in those areas, but it can go beyond that," said Jeff Chown, president of Los Angeles-based Davie Brown Talent, a firm that identifies celebrity endorsers for corporate clients. "In some cases, like tonight, the way the game unfolded and the drama involved in winning, an MVPer will also see a spike in attributes like appeal and trustworthiness."
Chown says that Peyton Manning's scores in the DBI received an "immediate and marked improvement" following his Super Bowl MVP performance last year for the Indianapolis Colts.
"And his scores have remained strong," added Chown.
As for whether Eli can expect the same improvement, Chown believes his late-game heroics will have a positive impact on his scores.
“Americans love underdogs,” said Chown. “And we love winners. Eli can check off both boxes.”
