It’s not exactly breaking news that Tom Brady has been sidelined for the season with a knee injury. That’s not the point here anyway.
What I want to know, is what is Brady going to do during his “time off” to improve his marketability, endorsement appeal, and ultimately, his personal brand?
Don’t think his brand needs any work? Then consider that despite the fact he has two more Super Bowl wins than Peyton Manning (and one more Super Bowl MVP award), he has consistently come in behind Manning in sponsorship earnings. In fact, thus far in 2008, Manning has earned $3 million more than Brady in sponsorships alone…let’s not even talk about salary!
Not to mention, when you think of Brady, what do you think of? Nothing’s coming to mind as far as brands go is it? For me, I just kind of think, “blah…” But how about that Manning?! Now there’s a funny guy!
My point is, there are a lot of things that Brady can, and should be doing in his time off the field this season to strengthen his brand.
As sports business consultants, U/S Sports Advisors teaches our clients from MVP’s and All-Stars, to elite high school athletes, that their brands are a part of everything they do.
Brands are in your speech, your demeanor, your clothes, your personality, your car, your friends, and your sponsorships. And, until your fans, or a sponsor’s consumers, can associate your brand with a certain product or company, it’s going to be a mighty hefty feat to capture those big money deals. Winning three Super Bowls won’t even help you beat out your competitors!
Athletes: Don’t know where to start? Pick up a copy of Ahead of the Game: What Every Athlete Needs to Know About Sports Business for further resources on personal branding strategies.
Posted by Krissi Price
