We’re back for part two. Click here for part one. Let’s finish-up taking a look at off-field qualities that Chris Conway brought up in How to Choose the Right Athlete to Endorse Your Brand.
Again, make sure you check out his article, in case I fail to mention something in it you might find useful.
Lesson #4: You Need Specific Off-Field Qualities
Here are Chris’ five off-field qualities:
2. Physical attractiveness
3. Uniqueness or unique personal background
4. Role model
5. Relationship with fans
Let’s run through these real quick.
Peyton Manning’s personality is one of his biggest off-field assets. I mean, the dude hosted Saturday Night Live, for crying out loud.
His American Golden Boy image and charisma has helped him earn millions off the field.
Peyton Manning explaining the process of he went through to participate in Saturday Night Live:
Maria Sharapova is often regarded as one of the most beautiful women in sports.
She’s also one of the top earning women in sports worldwide, raking in $24.5 million in endorsements in 2009 alone.
Uniqueness or Unique Personal Background
When it comes to “uniqueness” in the world of pro sports, look no further than the Williams sisters.
Their dominance certainly adds to their uniqueness, but they stand out by just being black in a sport where there aren’t many blacks traditionally.
Their background is even unique, growing up in a poor section of Compton, California, and being taught tennis by their father.
With tennis being such an expensive sport, most people that come from their background don’t have the financial resources to be able to afford private lessons.
They’ve played one another 23 times head-to-head in Grand Slam events, and both of them have been the number one player in the world in womens tennis in their careers.
Hows that for uniqueness?
Check out this feature on the Williams’ sister’s story. Courtesy of WatchMojo.com:
From all he did in New Orleans after Hurricane Katrina, to his Brees Dream Foundation, to his efforts to help aid cancer research, Drew Brees is a poster child for what it means to be a role model in professional sports.
No wonder he’s been able to land endorsements like NyQuil/DayQuil and Dove Men + Care products.
Drew Brees and his wife talking about the Brees Dream Foundation with Ellen DeGeneres:
Relationship with Fans
If you have a relationship, at least a healthy one, with anybody, chances are that they like you.
Check out Forbes’ 2011 list of the most liked NFL players, and I guarantee you you’ll immediately think of commercials that most of them have been in.
So now you know what’ll help you land endorsements. The rest is up to you.
Can you think of any other athletes that exemplify the qualities above? Leave a comment below!
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