Who'll win the game of endorsement deals? | Adweek Who'll win the game of endorsement deals? | Adweek
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Who'll win the game of endorsement deals?

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Which of Super Sunday's players are likely to end up sought after by marketers for endorsement deals? Noting that much depends on how the game itself goes, a bulletin from Dave Brown Talent (which toils in the endorsement field) points to some plausible candidates, even while conceding no player on either sideline figures to reach Peyton Manning status as an endorser. Among players on the favored Steelers, quarterback Ben Roethlisberger and safety Troy Polamalu are singled out (the latter has already done that Coke Zero spot for the game), with wide receiver Hines Ward and running back Willie Parker also mentioned as possibilities. Of the Cardinals, quarterback Kurt Warner and wide receiver Larry Fitzgerald are obvious endorsement-deal candidates, with wide receiver Anquan Boldin and running back Edgerrin James also in the mix. The talent firm cautions, though, that a great performance on the field doesn't necessarily translate into success as an endorser—a point it illustrates by pointing to Dexter Jackson, who won the MVP award as a Tampa Bay Buccaneer in the 2003 Super Bowl but made little impact in the marketing realm.

—Posted by Mark Dolliver

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