Wednesday, April 4, 2012

Tebow: NFL football player and marketing celebrity

Tim Tebow, now a NY Jets QB is also a marketing celebrity.

According to a
marketing study, Tebow only runs behind Oprah, Adele, and Princess Kate in marketing appeal:
Tim Tebow was recently announced as a backup quarterback for the New York Jets football team. But when it comes to being a spokesperson for a product, he is a first-stringer.

According to the findings of a new marketing index, the outspoken Christian quarterback's endorsement is one of the most marketable among today's celebrities.

Sports Illustrated asked The Marketing Arm to update their Davie-Brown Index (DBI) – a marketing formula which measures 3,000 celebrities in eight different categories – and found that the only celebrities better suited to promote a product are Oprah Winfrey, Adele and Kate Middleton, the New York Daily News reported Tuesday.

When scoring the celebrities, the DBI takes into account factors such as trust, aspiration, appeal, influence, approachability, sincerity and experience. Tebow scored 180 points on the index while, in comparison, New York Jets starting quarterback Mark Sanchez scored just 12 points.

While he was still with the Denver Broncos, Tebow's popularity translated into big-time jersey sales. His was the second best-selling NFL jersey of 2011, according to CNBC, and was only outdone by Green Bay Packers quarterback Aaron Rodgers.

The Jets organization is located in the largest sports and media market in the U.S., which is part of the reason for the Tebow-mania that has caught fire even during the NFL's off-season. While the media frenzy over Tebow's trade from Denver to New York has somewhat settled, the latest drama is the battle between two of the world's biggest sports apparel brands over the right to sell Jets products bearing Tebow's name.

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