Can Eli Manning Win Over Madison Ave.?
New York Giants QB stands to win more than a game on Super Bowl Sunday.
Jan. 30, 2008 — -- Eli Manning entered the season not only disrespected as a player -- thanks, Tiki -- but disregarded as a commercial endorser, too. At best, he was a supporting actor in TV spots by the Manning family troupe, featuring big brother Peyton and dad Archie.
That's about to change. Maybe. As he's trotting to the sidelines at the end of the game on Sunday evening, Manning could be starting a lucrative sideline as a pitchman.
"A Super Bowl win could be worth $3 million to $5 million in new deals for Eli," writes Bob Dorfman in the pre-Super Bowl edition of his Sports Marketers' Scouting Report. "Even a respectable showing in a losing effort could significantly increase his Madison Avenue net worth."
This, obviously, is not as automatic as an extra point. Manning is facing the undefeated New England Patriots in the unrelenting pressure of sport's brightest, harshest spotlight. If he crumbles under that pressure, he's only Rex Grossman with a pedigree.
Touted young quarterbacks need to deliver the goods on the big stage or at least look good losing, as Manning did in the Giants' 38-35 loss to the Patriots in Week 17. They don't have a body of work to fall back on that would excuse a one-game letdown.
That said, everything sure looks teed up for Manning. He plays in the media capital of the world. He hails from one of football's first families. He's shed the rap as a mere middling quarterback by leading the Giants to 10 straight road wins, including upset playoff victories over Dallas and Green Bay.
"Eli has laid a pretty good foundation," says Frank Vuono, who has represented players such as Phil Simms and Boomer Esiason for marketing and believes Super Bowl heroes are only positioned to cash in if they were previously known commodities.
Manning is that, and what's more, he's become more poised both in the pocket and with the media.
"He was the 'aw shucks' kid for so long, but I think there's been a change in his demeanor," says Vuono, now chief operating officer of the United Football League. "He's been handling the press pretty well."
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