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Super Bowl stars could become cash cows

January 22, 2007

Players starring in the Super Bowl can cash in big time, and the Colts have several who could break out in Miami on Feb. 4, sports marketers say.

"A Super Bowl MVP can increase players' market value considerably, not only as a player, but as a corporate spokesman," said Marc Ganis, president of Sportscorp Ltd., a Chicago-based consulting firm that works with NFL teams.

Las Vegas odds makers have the Indianapolis Colts as a seven-point favorite in their Super Bowl match-up with the Chicago Bears. Sports marketers say a Super Bowl MVP can ring up high six-figure to low seven-figure endorsement deals in the year following the big game. Long term, endorsements could reach mid-seven figures with an active marketing campaign, sports marketers said.

It's difficult to imagine Colts quarterback Peyton Manning increasing his marketability. He's already taking in an estimated $18 million annually from endorsements, more than twice as much as the next-highest NFL pitchman.

Other Colts players likely to increase their local, regional and national marketing appeal are wide receivers Marvin Harrison and Reggie Wayne and kicker Adam Vinatieri. On the defensive side, safety Bob Sanders, sports marketers said, is the most likely break-out star for the Colts.

"The Super Bowl is one of the biggest stages in North American sports," Ganis said. "It can take starring players to a whole new level." 

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