Unsullied image gives Colts QB many audibles to call

January 28, 2011
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Indianapolis Colts quarterback Peyton Manning is the most powerful athlete in America. And I’m not talking about his weight lifting ability or laser rocket arm.

According to Businessweek’s Power 100 list, Manning for the first time is No. 1 due to his “combination of athletic achievement plus the ability to connect with an audience on a deeper, more personal level.”

Manning was behind golfer Tiger Woods and basketball star LeBron James on last year’s list. But those players made some bad personal and/or marketing decisions last year.

Amazingly, Manning’s business stock is soaring as his playing days are waning. Some football analysts even suggested this season that Manning has lost some of his physical prowess on the gridiron.

But his marketability is as strong as ever. Manning makes about as much with his corporate deals—$15 million annually—as he does from playing.

Manning’s nearly unblemished mark for not making any personal or marketing missteps in his nearly 15 years in the public spotlight is as amazing as his streak of starting 200 plus consecutive games under center for the Colts.

Yes, there was an unfortunate locker room incident in college that Manning was involved in, but when you consider the recent negative press generated by the likes of Brett Favre, Michael Vick, Plaxico Burris and many other athletes, Manning’s reputation is amazingly unsullied.

Consider too in this day and age where everyone has a camera or video recorder on their cell phone, and Manning’s off-the-field record is even more amazing.

Even the much-beloved Green Bay Packers quarterback Aaron Rodgers got caught refusing to sign an autograph for a cancer survivor this month.

Manning is either one amazing person, or has some amazing handlers. Either way he’s one special case study of how to market an athlete over the lifespan of his career.

So with his stock going up, and his playing days winding down, you have to wonder what Manning will do when he hangs up his cleats. Most sports marketers believe Manning will be commercially viable as a pitchman and public speaker for decades after his playing career is done. Surely, there will be no shortage of job offers from television networks.

But if Manning’s mind stays as sharp as his image, he will likely find himself recruited heavily by NFL owners looking for a new offensive coordinator or even head coach. I would expect Colts owner Jim Irsay to be at the front of that line.

  • This article is laughable
    If you know what goes on in Indy at all you know Peyton is very fortunate to still have the "image" that he does nationally. As his buddy Tiger Woods could tell him, it can all change very quickly.
  • Don't hold back
    Come on, Todd. Why don't you just tell us what you know? Or, are you referring to the same, tired out rumors about Peyton and Ashley getting divorced, or that Peyton is shagging a certain local TV meteorologist?

    One criticism of this piece -- the woman for whom Rodgers didn't sign an autograph has since come to his defense, so I don't think Rodgers' image has been sullied.
  • Rodgers, not good
    I don't care what the woman later said, I saw the video of Rodgers declining to sign an autograph for the balding woman, and it didn't look good. Especially considering that Clay Matthews came by not 5 minutes later, and signed an autograph for the lady and spent several minutes talking to her. Rodgers handler said he couldn't stop because he was in a hurry to catch a flight. It was the same flight Clay Matthews was catching. Not good!

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  4. Thanks for reading and replying. If you want to see the differentiation for research, speaking and consulting, check out the spreadsheet I linked to at the bottom of the post; it is broken out exactly that way. I can only include so much detail in a blog post before it becomes something other than a blog post.

  5. 1. There is no allegation of corruption, Marty, to imply otherwise if false. 2. Is the "State Rule" a law? I suspect not. 3. Is Mr. Woodruff obligated via an employment agreement (contractual obligation) to not work with the engineering firm? 4. In many states a right to earn a living will trump non-competes and other contractual obligations, does Mr. Woodruff's personal right to earn a living trump any contractual obligations that might or might not be out there. 5. Lawyers in state government routinely go work for law firms they were formally working with in their regulatory actions. You can see a steady stream to firms like B&D from state government. It would be interesting for IBJ to do a review of current lawyers and find out how their past decisions affected the law firms clients. Since there is a buffer between regulated company and the regulator working for a law firm technically is not in violation of ethics but you have to wonder if decisions were made in favor of certain firms and quid pro quo jobs resulted. Start with the DOI in this review. Very interesting.