Tom Brady's down, but don't count him out of ads
A season-ending knee injury might keep him off the gridiron but not your TV.
— -- He has qualities that make marketers salivate: rugged good looks, three Super Bowl rings and a glamorous lifestyle with a supermodel girlfriend.
But a season-ending knee injury last Sunday for New England Patriots golden boy Tom Brady has tarnished his star, at least temporarily.
The lack of on-the-field visibility and questions about his future could call a timeout on his prospects for new endorsement deals, some sports marketing experts say.
Current sponsors are voicing support. But while he recovers, new ads, new contracts and expansion of current deals could be sidelined.
"Just like he's on the shelf for the team, he's also on the shelf for the companies he's endorsing," says Jim Andrews, editorial director of IEG Sponsorship Report. "If he's not going to be on the field or not on TV every weekend, most companies wouldn't say, 'Let's do something new with him.' "
Last year, Brady's endorsement income totaled $10 million, according to Sports Illustrated's "Fortunate 50" report. His major brand sponsorships include Movado high-end watches, Coca-Cola's Glacéau's Smartwater, private jet service NetJets, Coty's Stetson cologne and Atari's Backyard Football video game.
For any marketers involved with high-profile athletes, a season- or career-ending injury is a known risk. Golfer Tiger Woods and China's star Olympic hurdler Liu Xiang are examples of high-profile pitchmen who suffered serious injuries this summer.
"There's an understanding when you sign an athlete that these things happen," says IEG's Andrews. "There's not usually an out clause that says, 'If you get hurt we won't pay you.' "
Yet, any concerns about Brady's full recovery could affect his ability to glean new sponsors — or re-up when his current contracts expire.
These contracts come up for renewal, says Ward Headley, president of sports marketing company Direct Sportslink. With Brady, 31, out at least for the season, he says, a marketer could say, "Wait, do we want to go with a Favre?" (Brett Favre, new quarterback of the New York Jets.)
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