This is the first Sunday with no football in a long time, and in memory of that I am highlighting Tim Tebow and his as he has begun to dip into the wonderful world of endorsements. Tebow is not doubt one of the most popular players in the NFL following he numerous come from behind wins and his unforgettable playoff performance. It was only a matter of time before companies started knocking on his door, especially with his clean image that adds even more appeal. Tebow currently has endorsement deals with Nike, FRS, EA Sports, and his newest addition that has been made public, in between him crashing Twitter pages and Tebowing, is his latest venture with Jockey. This endorsement has raised some eyebrows given that he is selling an underwear collection which is usually associated with a limited amount of clothing. Unlike previous Jockey endorsers, Tebow refused to pose solely in his underwear. This has given Jockey an opportunity to alter their marketing strategy while still reaching out to the male and female audience despite Tebow not dropping his trousers (which I really respect him for standing his ground).
Previous athletes such as David Beckham are known for showing their body. Given the terms of working with Tebow the new approach is to market layers. I think this is actually good for Jockey because they are able to capitalize on his celebrity with more versatility because they can highlight various pieces opposed to just underwear.
Jockey was still able to come up with ads that were tasteful and still showed a little skin. In one of the Jockey commercials Tebow is seen for about 2 seconds with his shirt off. Even though it is a short shirtless clip there is a lot of buzz about it which is great for company. Needless to say Tebow has done wonders for the brand. Despite the marketing spin that was once thought to pose a problem, the "Tebow Effect" has driven up sales for both men's and women's products. Specifically, the stay cool have underwear have now become the fastest-selling collection in 135 years of history. His fan base is huge, appealing to men and women of all ages. The Jockey Facebook page has welcomed more the 2000 new fans and get thousands of hits everyday.
Tebow's other main marketing money maker is with FRS (video link in above). This is a drink developed by health scientists to produce and sustain energy. Tebow is known for using FRS chew on the sidelines during game which made it easy for him to market the product, which actually began when he was a Heisman Trophy winner. During his playoff run her wore an FRS hat while on camera and their was an immediate 500 percent increase in their web traffic.
Tebow has also endorsed Nike and was the cover of EA Sports game while he was still a Gator. He is very selective about the companies that he decides to market to, and from the research that I did none of them really disclose the amount that he makes from them. He is been able to maintain his standards while still being able to capitalize on marketing opportunities. Some critics claimed he would not be that successful because of the pro life Super Bowl commercial from last year, but I dont really see the correlation. He has been able to use his platform to do great things and market himself in a positive way benefiting himself and the companies that he is working for.
No comments:
Post a Comment