MN Reports: The State of the Tim Tebow Brand

Marketing News
Presented by: American Marketing Association
 
 

Key Takeaways

There is always the risk of tarnishing your brand's name through a celebrity endorsement because of the lifestyle they might live. Having consumers engage with the brand through a celebrity is important because people identify with them and will buy what they endorse.​


​Two years ago, former NFL star Tim Tebow was one of the most talked-about figures in sports, rated “America’s favorite athlete” by ESPN in 2011. Tebow also was a marketing powerhouse, signing lucrative endorsement deals with brands such as Jockey, TiVo and EA Sports. But since the New York Jets released Tebow after the 2012-2013 football season and his career in the NFL looks uncertain, will his brand remain strong? And what does his lack of playing time mean for the brands that he endorses?

 Darin David, director of the sports marketing group at The Marketing Arm, a Dallas-based marketing agency, discusses the state of the Tim Tebow brand and his future value as a spokesman.​


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