America’s most important Sunday is upon us. Not only is this year’s Super Bowl the matchup of the AFC champion Denver Broncos and the NFC champion Carolina Panthers, it is also a matchup of two marketing MVPs, the Broncos Peyton Manning and Cam Newton of the Panthers.
According to the 2015 version of Forbes’ list of the world’s 100 highest-paid athletes, Manning was #32 overall. (Forbes arrives at a total figure by adding salary/earnings and endorsements.) His $12 million in endorsements made him the top-rated NFL player in that regard, and placed him in the same tier of athletes such as Floyd Mayweather, Serena Williams, Derrick Rose and Real Madrid’s Gareth Bale.
Manning’s $12 million in endorsements made him the top-rated NFL player in that regard.
Newton didn’t make the list. Perhaps this is no surprise, however, as the list was compiled prior to him signing a 5-year, $103 million contract with Carolina last summer. Industry experts foresee Newton topping the $11 million mark in endorsements this year, which would have him leapfrogging Drew Brees and place him behind only Manning in endorsement money.
Interestingly, Manning and Newton are at the total opposite ends of their playing careers. Manning, by most counts, has one foot out the door already. His body isn’t what it once was, and this is almost certainly his last big go-round. Newton, on the other hand, is just revving up. He’ll likely be named MVP of this season, and at 26 years old he is just reaching his physical peak.
In a way, the same can be said for the marketing careers of the two. Manning’s ubiquitous presence in endorsements makes him like the smell of your home; you hardly even notice he’s there anymore. His down-home demeanor has secured him spots with Buick, DirecTV, Gatorade, Nike, Papa John’s and, of course, Nationwide. Newton’s million-watt smile and boundless charisma make him a natural pitchman, and have gotten him contracts with a wide spectrum of brands, including Dannon’s Oikos Greek Yogurt, Beats by Dre, Gatorade, EA Sports, L’Or√©al (Drakkar Essence) and Under Armour. As his star continues to rise on the field, his endorsements will inevitably multiply.
As Newton’s star continues to rise on the field, his endorsements will inevitably multiply.
This Sunday is as much about the marketing as it is the game itself. On the field will be a display of two great QBs with wildly contrasting styles. Off the field will be an exhibition of two of football’s premier endorsers. It’s a reminder that in marketing, just like in football, the quarterback is the most important player.
(And my pick, in case you’re interested: 27-20‚Ķ Broncos. Manning with a final 2-minute drive. He rides off into the sunset and leaves Newton the keys to the car.)