Newton vs. Manning: Who is the endorsement MVP?

A year ago, Dannon signed up a new pitchman for its Oikos brand Greek yogurt: Carolina Panthers quarterback Cam Newton. Talk about good timing.
Since then, Newton has led his team to a 17-1 record and is likely to win the NFL’s Most Valuable Player award. And Sunday, millions will be watching worldwide as the rising star leads his team against the Denver Broncos in Super Bowl 50.
“We’re always hopeful the choices we make will turn out as the best possible scenario,” Dannon spokesman Michael Neuwirth said. “And this was absolutely the best possible scenario.”
After this year’s performance, more companies will be looking to join Dannon in Newton’s endorsement portfolio, adding to names such as Under Armour, Gatorade, Beats by Dre and Belk. Newton, experts say, is emerging as one of the most marketable stars in the NFL — and sports in general.
Newton has everything a company wants in an NFL pitchman, said Chicago-based sports business consultant Marc Ganis. He plays the premier position of quarterback, is good looking, has a trend-setting sense of style and even a catchy first name.
“He’s the future face of the National Football League,” Ganis said.
But before he can become the league’s biggest star, Newton, 26, will have to surpass his Super Bowl opponent, Broncos quarterback Peyton Manning, a legend on the field and an endorser so deft he can get you humming an insurance company’s jingle.
With an endorsement list that includes Nationwide, Papa John’s pizza, Nike and Buick automobiles, Manning, 39, racked up the most off-field earnings of any NFL player last year, bringing in about $12 million, according to Forbes magazine. But Newton is close on his heels with about $10 million, the magazine estimates.
All of their endorsement dollars, of course, come on top of what their teams pay them. In June, Newton signed a five-year, $103.8 million contract extension that includes $60 million in guaranteed money.
During his breakout season, Newton has soared in public awareness and other benchmarks, according to an international index called CelebrityDBI. Through consumer surveys, the measure produced by research firm Repucom collects data on more than 6,000 athletes, models, actors, musicians, fictional characters and others worldwide.
In September, about 39 percent of US consumers polled were “aware” of Newton by name or face, according to Repucom. As of this month, that figure was up to 54 percent, eighth among all NFL players. He is third in the “trendsetter” category.
In comparison, Manning has 85 percent awareness, behind only New England Patriots quarterback Tom Brady.
Manning has Newton beat in terms of general market awareness, but the Panthers quarterback has a stronger showing with younger consumers, said Peter Laatz, an executive vice president at Repucom.
“Cam is just talking to a whole different group of people,” Laatz said.
Their recent commercials display their contrasting styles. In a Nationwide spot, Manning bemoans a bad golf shot while wearing preppy shorts. In an ad for headphones maker Beats by Dre, an iron-pumping Newton takes on critics, saying: “Too bad they don’t make Band-Aids for feelings.”
Newton is strong as an endorser already, but he has upside as Manning and Brady near the end of their careers, said David Carter, a principal with the Sports Business Group, a consulting firm. Manning, in particular, could retire after the Super Bowl or play only one more year.
“In post-retirement they will both continue to do well, but Newton will have greater control of the proverbial stage,” Carter said. “If he can continue to perform well, and do so with charisma while avoiding issues off the field, his long-term potential as an endorser is extremely strong.”