Vince Wilfork played 13 seasons in the National Football League. For a decade, he was a burrowing menace at defensive tackle with the New England Patriots, winning two Super Bowls while being named to five Pro Bowls.
Today, he announced his retirement on Twitter. While it’s not terribly unusual nowadays for an athlete to use tweets to share news, the 35-year-old told the world he was hanging it up with an ad for Kingsford on his personal account, putting a whole new spin on sponsored social content.
The one-minute video builds on a deal Wilfork signed last spring, and the clip advertises how he and the charcoal brand are hosting a tailgating party for the Patriots’ season-opener on Sept. 7 at Foxborough, Mass.
What’s particularly interesting, though, is that Wilfork is likely the first athlete to retire with a sponsored tweet. Hey, you can never have enough money in retirement.
Adweek reached out to a Kingsford rep, who said the deal would last at least through 2017. But financial details of the deal were not disclosed. Wilford also shared the retirement video on other social channels such as Facebook and Instagram on Monday.
As you can see from the Twitter video and the clip below, the ongoing campaign aims to have a little fun.