Want to know who was the big winner in terms of ad dollars from the memorable, six-game World Series, which wrapped last night with the Boston Red Sox defeating the St. Louis Cardinals? The MVP, of course.
The BoSox's David "Big Papi" Ortiz will take in close to an extra $1 million in endorsement deals thanks to his timely two home runs and historical .688 batting average in the series, per Bob Dorfman, a 30-year sports marketing veteran, creative director at Baker Street Advertising, and publisher of the Sports Marketers' Scouting Report. The slugger's normal annual ads take, Dorfman said, falls in between $3 million and $4 million.
"Not even an alleged positive test for [performance-enhancing drugs] revealed in 2009 has done much to damage his appeal," the analyst explained. "Look for him to show up on talk shows, cereal boxes, milk mustache ads, maybe even a trip to Disney World in the near future."
Boston's Dustin Pedroia, Shane Victorino and Koji Uehara will also likely reap more promotional dollars due to their championship victory, Dorfman said. Interestingly, he pointed to relief pitcher Uehara's quote that he "almost threw up" during the playoffs as possible ad fodder for a pair of particular brands.
The comment, Dorfman said, "could earn him a Pepto-Bismol or Mylanta deal."