Will Dwight Howard be next big sports pitchman?
Posted by ZA on June 4, 2009
AdAge article on Orlando Magic center Dwight Howard says he is already a “dominant force” in the sports endorsement world. One of the experts interviewed feels Howard’s endorsement appeal ranks just behind of LeBron James and Dwyane Wade. They cite his youth, charisma and good character as positive attributes that make him attractive to companies looking for someone to endorse their product.
I agree that Howard brings a lot to the table; his personality definitely stands out in the T-mobile commercials he is doing with Wade and Charles Barkley. But I think some of the opinions in the article that Howard is the next big NBA endorsement star are a bit premature. Howard needs to win a championship and become the undisputed star on his own team before I’m willing to put him in the top 3 endorsers in the league.
The NBA is full of young stars that are full of charisma (e.g.- Kevin Durant, Derrick Rose), so Howard is not unique in possessing those traits. At one point experts were saying that Greg Oden would be the next big star endorser in the NBA, and that has not panned out. So I’m going to take a wait and see approach with Dwight Howard. If he steps up during the NBA Finals he has a chance to prove himself the main star on his own team and get a ring. Both of those things happen and I’m comfortable saying that a (endorsement) star is born. If Kobe Bryant and his Lakers take down Howard, or Howard is not the focal point of his own team’s efforts, then I think he’s not quite ready for the praise heaped on him by some in the AdAge article.
Dwight Howard endorsement deals:
* Adidas
* DC Comics
* McDonald’s
* Milk Processor Board (“Got Milk” campaign)
* T-Mobile
* Vitaminwater (Glaceau)
* Warner Brothers
* Wrigley
Cynthia said
I can’t wait til tonight!! Go lakers
Jim said
According to this SI article, only Lebron and Shaq make more than Dwight in endorsements among basketball players, and he’s tied with Dwayne Wade at $12 million annually. We’re not talking future potential, but current, actual money coming in. He’s already pulling in more than Kobe in endorsements. I guess the AdAge article is correct.