Peyton Manning’s Revenue Draw

by Kelsey Doherty, Marketing Communications, 2014

There is no ignoring the news about Peyton Manning. He is left jobless at the age of 35 having played his entire career as the Colt’s quarterback. The Colts let their four-time league MVP go after missing this past season with a neck injury, and right before he was eligible for a $28 million bonus. Manning still plans to play, and several teams have already expressed interest in signing him. Next week begins the NFL’s free agency period and there is sure to be a whirlwind surrounding the future hall of famer as he weighs his options and teams around the league make their bid for him.

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One thing that is certain is which ever team is fortunate enough to pay the millions to put Manning on the field will bring a whole string of endorsements to their city. Manning is worth $15 million in endorsements and is the most endorsed player in the NFL. He is ranked as the sixth most endorsed athlete nationwide. In fact, in 2010, when Manning was last healthy, he was the fourth highest earning athlete in America based on a combination of his salary and his sponsorships.

Manning’s face and name have been used in endorsements for a number of brands and companies, including Kraft’s Oreo cookies, DirecTV, MasterCard, Gatorade, and Papa John’s Pizza. These past and present endorsements are likely to benefit either the big or small market team that picks up the super star athlete. According to a Dallas based firm, Marketing Arm, in 2011 Manning was the NFL athlete most likely to influence consumers decisions. As endorsements continue, Manning will likely be featured wearing the jersey of his newest team and will allow for team exposure, in a positive way, to a much wider fan base.

Endorsements aren’t the only thing that will likely rake in revenue for the team who will pick up Manning; in 2010 Manning jerseys were fourth in overall NFL jersey sales and his number 18 could be seen everywhere. Many new sources believe that the quarterback transcends his team. Much like Tiger Woods is bigger than the game of golf, Manning’s name is more significant than the team he plays for. And when it comes to professional sports, fans like the player, not just the team. They weren’t just buying the number 18 jersey because they were Colts fans. They were purchasing the jersey because they are Peyton Manning fans. This is likely to hold true in the coming years if Manning can remain healthy, jersey sales will continue to benefit his team and the NFL.

Nike will likely come out on top because of Manning’s move as well. This is their first year as the official apparel supplier of the NFL and there is sure to be a boost in jersey sales wherever Manning ends up. This will benefit Nike’s sales and allow them to promote their own new deal. It is possible Manning can even work out an endorsement deal of his own with them.

Regardless of what happens in the coming weeks and which of the 31 teams signs Manning to a deal, money and endorsements are without a doubt going to increase for that fortunate team. Not only will they be gaining a hall of fame caliber quarterback and a team player, but they will also get the financial benefits that are certainly draw significant appeal to Manning as a player and as a source of revenue.