It’s a dream come true for Matt Stafford to be taking as the #1 first round draft pick by the Detroit Lions and receive top dollar as a #1 pick should; but the off the field endorsement dollars that usually follow such a pick may eluded Matt Stafford. I found an interesting write up by Crain’s Detroit Business about the endorsement challenges facing this year’s No. 1 NFL draft pick Matthew Stafford.
Because of the catastrophic economy, the Lions’ winless 2008 season and the specter of the failed Joey Harrington still looming over the team, advertisers locally and nationally may be leery of inking Stafford as a mega dollar pitchman.
“I think he’s going to be one of the most challenged No. 1 draft picks,” said Jan Katzoff, executive vice president for sports and entertainment of San Francisco based branding and marketing firm Radiate Group. “When you factor that in with not only the global economy but what Detroit is dealing with, you’ve got factors nobody else is dealing with.” That’s a change from just two years ago, when quarterback Brady Quinn arrived in Cleveland from the University of Notre Dame already armed with deals from Subway, Hummer, Xbox, Nike and Sprint.
Quinn was the No. 22 overall pick and has started just three games since then, but has become the marketing face of the team. Quinn had a heralded career at Notre Dame, whose football program has a far bigger national presence than the University of Georgia, where Stafford labored in a less-bright spotlight. That makes him far more of an unknown commodity for advertisers.“I don’t think you can quantify his endorsement value yet,” Katzoff said. “If he performs well as the team gets better and doesn’t get in trouble off the field, I think more than maybe anyone else he has the most upside to gain.”
Katzoff predicted Mark Sanchez, drafted out of the University of Southern California this year at No. 5 by the New York Jets, could earn $5 million to $10 million in 2010 if he performs well in what is potentially the most lucrative market in the NFL. Others are more willing to estimate what Stafford could earn from pitching for advertisers. “As a No. 1 pick, Matthew’s endorsement earning potential has a very wide range from low six figures to several million dollars a year eventually,” said Bob Williams, CEO and COO of Evanston, Ill. based Burns Entertainment & Sports Marketing Inc., in an e-mail.
Burns represents companies that want to hire athletes to endorse products. In the past, it has brokered deals involving such Detroit stars as Barry Sanders, Isiah Thomas and Kirk Gibson. “Many factors influence his earning potential, but the key factors are his individual performance, team performance and the “x’ factor of endorsements: charisma,” Williams said. “Advertisers want to associate their product or service with winners. Consumers look up to and admire winners, so Matthew has his work cut out for him in the endorsement world.
