Manning vs. Manning

February 4, 2008
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The day after the New York Giants’ improbable Super Bowl XLII triumph, sports marketers are already lining up to talk with the game’s MVP, Eli Manning. And there’s speculation that Manning’s sudden success will have a profound effect on older brother, Peyton, who was MVP of last year’s Super Bowl.

Until now, Eli lived in Peyton’s shadow and scored far fewer endorsements than his brother. Sports marketers say that will no longer be the case. There seems to be three schools of thought. The first being that Eli’s success will be good for Peyton, as the two have been paired in ad campaigns before, and now that they have become the first brothers to win back-to-back Super Bowl MVPs, they will be even more in demand as a duo.

But there’s a second school of thought that says Eli--who will be featured in a parade in Manhattan this week--will soon eclipse Peyton in endorsements because he plays in a media market much, much bigger than Peyton does in Indianapolis. Eli’s fourth quarter Super Bowl pass to Giants wide receiver David Tyree certainly won’t hurt. It was a game-saving moment that likely will be the most replayed NFL highlight for the next year. Some marketers even suggest advertisers will seek out Eli instead of Peyton, hurting the Colts QB’s marketability.

Still, some sports marketers think Eli will never eclipse Peyton due to Eli’s awkward on-camera demeanor and the fact he doesn’t possess Peyton’s sense of humor.

Eclipsing Peyton in endorsements will be as tough for Eli as slaying the New England Patriots. Peyton is the NFL’s highest paid pitch man by a wide margin. His deals with ESPN, Sprint, DirecTV, MasterCard, Reebok, Gatorade, Oreo cookies and others net him $13 million annually. Eli counts only ESPN and Oreo cookies has his primary endorsement deals.

So what do you think? Who’s more marketable, Peyton or Eli?
  • Peyton. But on another note, Wouldn't you like to see Manning v. Manning in Super Bowl XLIII?
  • Peyton...come on, the other brother will get his well deserved moment in the sun, but he's not Peyton in the personality department. Which is fine...he obviously surpassed Peyton in the choke department but he won't in advertisement department. Regardless, it's wonderful to be a part of this family's success and that they're great role models for our youth! I would love to see the Giants and Colts next year Super Bowl time!!
  • Peyton...come on, the other brother will get his well deserved moment in the sun, but he's not Peyton in the personality department. Which is fine...he obviously surpassed Peyton in the choke department but he won't in advertisement department. Regardless, it's wonderful to be a part of this family's success and that they're great role models for our youth! I would love to see the Giants and Colts next year Super Bowl time!!
  • Well, Eli certainly will have the juice for a while coming off of the tremendous performance and win by the Giants, but it seems that he isn't quite as comfortable in the limelight as Peyton is. It will be interesting to see how it goes, but I think Peyton is probably the better pitchman.

    Gee, I wonder if Eli will get to host SNL once the writers' strike is over??
  • I bet there is already someone writing the script and contract for an ad that has Peyton and Eli comparing Super Bowl rings.
  • Peyton will continue to be the marketing star, especially in the tri-state area. Nationally, marketers would be smart to team up the two Manning brothers when appropriate. Peyton has maturity and experience in his pocket; in time Eli may come into his own. Hats off to their parents for raising two excellent role models for the young people everywhere.
  • I am sure Peyton wasn't totally comfortable in front of the camera in his early years with the Colts. He probably had some coaching and training to get better. I am not sure Eli will surpass Peyton in marketability but leading his team to one of the greatest upsets in NFL and even sports history will open doors and we will see more of Eli. Eli can work with professionals to help him get more comfortable as a pitch man as he has the same loveable qualities as his older brother.
  • I agree with Maddy, there will be some definite opportunities for Eli in the coming year ... but I can't help but wonder, what sorts of products will Eli be effective pitching? Peyton has shown real versatility as an endorser. Will Eli ever be that versatile? What do you think?
  • Peyton will always be the more marketable Manning brother. His charm, ease in front of the camera and sense of humor far outweigh his brother's. Eli will definitely benefit from a spectacular performance, but it won't be enough to pass his brother in the endorsement department.
  • This is an interesting question indeed. It seemed that Peyton was in a lot more advertisements last year after he was the Super Bowl MVP, and I am sure the same will be true for Eli. I, like many others, immediately began thinking of the possible duo commercials as soon as Eli threw that final TD. However, I think that Peyton will still have more endorsement deals than Eli. Peyton's individual accolades will ultimately give him the edge in my mind. I also see Tom Brady and Brett Favre as more marketable quarterbacks and I think that must be considered as well. With Donovan McNabb getting worse, and Michael Vick out of the picture for now I see room for Eli to make some noise - but I think he will be far from Peyton. As for being in New York, I think that Michael Strahan is an individual who loves endorsements and who will steal some of Eli's thunder there. It will be interesting to see what kind of a marketing scheme the NFL uses for itself going into next season. Like Peyton says in his newest commercial, I guess we will just have to wait until next fall.
  • Well, this morning, I saw Eli doing the post-Super Bowl Disney World TV ad. It's not exactly an Oscar winner, but I have to say, he looks pretty good (at-ease, etc.) doing his 10-second bit. But I think Slevin has a good point, Eli has Michael Strahan's persona to contend with, whereas Peyton is the biggest personality on the Colts.
  • Micheal Strahan is a big persona but have you seen the deorderant commericals he does? They are horrible and he comes across as very stiff which is very unlike how he is when he is interviewed. Strahan has made no secret of his desire to retire to one of those cushy TV gigs but he may not be as heavily courted as his agent would want you to believe. Check out this NY Daily News story from August:

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