The Red Sox not only won the World Series, but they probably won the endorsement game this off-season as well. David “Big Papi” Ortiz showed that he is still a big star by winning the MVP award for the series. That will boost his marketability quite a bit.
From AdWeek:
David Ortiz will take in close to an extra $1 million in endorsement deals thanks to his timely two home runs and historical .688 batting average in the series, per Bob Dorfman, a 30-year sports marketing veteran, creative director at Baker Street Advertising, and publisher of the Sports Marketers’ Scouting Report. The slugger’s normal annual ads take, Dorfman said, falls in between $3 million and $4 million.
Being a World Series hero sure helps the pocket book. Just ask Buster Posey and David Freese.
Papi has already made $14 million this year. He’s got deals with Coke, Citi, and Reebok. And he’s just landed on the latest cover of Sports Illustrated.
Papi’s teammates will probably benefit as well
Boston’s Dustin Pedroia, Shane Victorino and Koji Uehara will also likely reap more promotional dollars due to their championship victory, Dorfman said. Interestingly, he pointed to relief pitcher Uehara’s quote that he “almost threw up” during the playoffs as possible ad fodder for a pair of particular brands.
The comment, Dorfman said, “could earn him a Pepto-Bismol or Mylanta deal.”
I’m hoping Koji’s son, Kaz gets a deal as well.
[Ad Week]
