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Posts Tagged ‘Business Week

In this tough economy, celebrity endorsers are having to work even harder for the brands they represent, especially since new endorsements are so hard to come by.  Companies like PepsiCo, MolsenCoors, and AT&T are expecting more “bang for their buck” from the celebrities who are endorsing their products.  The article gives a great example of a business partnership between an A-list celebrity, Alicia Keys, and corporate sponsor, Yamaha, whose line of pianos is endorsed by Keys in her music videos and at national merchandising shows.  As the article points out, Yamaha, as the maker of fine pianos, continually wants more from its celebrity endorsers, which in addition to Alicia Keys, includes the legendary performing icon, Elton John.  While Keys and John are collecting royalties on their signature keyboard and piano lines, they are also being asked by Yamaha to make more appearances in front of the camera and on-stage with the Yamaha brand name front and center.

Another example of a corporate sponsor trying to find every way possible to promote its brand is Proctor & Gamble, whose TAG body spray is being promoted through a music record label, run by TAG spokesman and rapper, Jermaine Dupre, whose job is to find young talent.  Through the exposure of the record label, Proctor & Gamble hopes to gain more exposure for its line of body spray.  Please click here for the entire article in BusinessWeek:

http://tinyurl.com/agvqje

In case you missed it, BusinessWeek recently published their list of the “Power 100: The 100 Most Influential People in Sports.”  At the top of this year’s list is none other than Tiger Woods, perhaps the greatest golfer of all time.  Below, you will find the top half of the list (numbers 1-50) or you can view the entire list here:

http://www.businessweek.com/magazine/content/08_41/b4103052320774.htm?campaign_id=rss_topStories

1 Tiger Woods Golfer, PGA Tour
2 Roger Goodell Commissioner, NFL
3 David Stern Commissioner, NBA
4 George Bodenheimer President, ESPN
5 Dick Ebersol Chairman, NBC Sports
6 Phil Knight Chairman, Nike
7 Bud Selig Commissioner, MLB
8 Brian France Chairman & CEO, Nascar
9 Michael Jordan Basketball Legend, NBA
10 Sean McManus President, CBS Sports
11 David Hill Chairman & CEO, Fox Sports
12 Rupert Murdoch Chairman & CEO, News Corp.
13 Myles Brand President, NCAA
14 Tony Ponturo VP, Global Media, Anheuser-Busch
15 Lance Armstrong Tour de France Champion
16 Theodore Forstmann Chairman & CEO, IMG
17 Lebron James Basketball Player, Cleveland Cavaliers
18 Donald Fehr Executive Director, MLBPA
19 Steinbrenner Family Principal Owners, New York Yankees
20 John Henry Owner, Boston Red Sox
21 Gary Bettman Commissioner, NHL
22 Philip Anschutz Founder, Anschutz Entertainment Group
23 Tim Leiweke CEO, Anschutz Entertainment Group
24 Robert Kraft Owner, New England Patriots
25 Brian Roberts Chairman & CEO, Comcast
26 Jerry Jones Owner & GM, Dallas Cowboys
27 Tim Finchem Commissioner, PGA Tour
28 Kobe Bryant Basketball Player, Los Angeles Lakers
29 Peyton Manning Quarterback, Indianapolis Colts
30 John Skipper Executive V.P. of Content, ESPN
31 Mark Parker President & CEO, Nike
32 Ed Goren President, Fox Sports
33 Malcom Glazer Owner, Manchester United
34 Tom Brady Quarterback, New England Patriots
35 Jeff Urban V.P., Sports Marketing, Gatorade
36 Paul Allen Owner, Seattle Seahawks
37 Scott Boras President, Scott Boras Group
38 Dale Earnhardt Jr. Driver, Nascar
39 Peter Ueberroth Chairman, U.S. Olympic Committee
40 Chase Carey CEO & President, DirecTV
41 Rick Dudley President & CEO, Octagon
42 Michael Phelps Gold Medal Swimmer, U.S. Olympic Team
43 George Pyne President, IMG Sports & Entertainment
44 Mark Cuban Owner, Dallas Mavericks
45 Alex Rodriguez Third Baseman, New York Yankees
46 Casey Wasserman CEO, Wasserman Media Group
47 Jack Nicklaus Golf Legend, PGA Tour
48 Mark Ford President, Sports Illustrated Group
49 Bob DuPuy President & CEO, MLB
50 Danica Patrick Driver, Indy Racing League

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