The Marketing Magic of Brett Favre
As a Vikings fan, I have due respect for Brett Favre. He’s been the Purple’s nemesis for the last 17 years. And when he announced his retirement this week, tears were flowing in the land of Cheeseheads, while Vikings fans were breathing a sign of relief.
But one of the things I have come to respect, besides Favre’s on-field records, is the marketablility of Number Four. He has been, and will continue to be a marketing machine.
Favre’s commercial endorsements
Include on Favre’s marketing resume endorsement deals with Prilosec, Sensodyne, and Wrangler. In fact, Remington Arms announced in January 2008 a multi-year marketing relationship with the Packer’s former quarterback.
Hey football fans…he’s not going anywhere. You’re going to continue to see Favre’s commercials during NFL games. Favre will continue to represent Remington in their national ad campaigns and other special events, with a focus on wildlife conservation, hunter safety and youth programs.
This is marketing brilliance. I would guess Remington is perfectly fine with Favre’s retirement announcement. More time for hunting, right? My guess is that he gets a few other endorsement offers coming his way before the start of the NFL season.
Here is an amazing statistic. Brett Favre’s merchandise was close to $1 million in sales at the Packer’s retail shop and Web site in 2006. That’s only going to go up in 2008, as football fan’s surge to get the jersey of their favorite Packer of all time.
From a memorabilia standpoint, Wisconsin papers are reporting this week that sales of Favre memorabilia is hitting a big spike. Reebok, the maker of Favre’s Number Four jersey, is increasing production. And why not? Favre’s jersey is their all-time best seller.
Even on Ebay, on March 5th, there were more than 200 newly listed Favre-related items. Seems like there are lots of enterprising Ebay sellers…and I think there will be plenty of demand from buyers of the future Hall of Famer’s bling.
From a marketing perspective
Aaron Rodgers is Packer QB heir-apparent. And nobody will care that he wears Number 12. Packer fans will still be standing in line for the Number Four jersey. In fact, I believe Favre’s merchadise will be the number one seller for Packer fans in 2008. Maybe even in 2009. Favre is a brand. He’s not retiring completely from football – the legacy in the record books is written, but the marketing magic of Number Four will continue.
Chris Mitchell is the President and Founder of 25-8 Marketing, Inc, a full service advertising agency that plans and implements marketing programs for small to medium-sized businesses. He is a consultant, speaker and author and has worked with hundreds of companies. He has over 20 years of real-world advertising experience, and understands the marketing challenges of the small business owner.