SCC Blog

End of an Era

As a lifelong Packer fan growing up in the great state of Wisconsin, I’d be remiss to avoid commentary on today’s news regarding Brett Favre’s retirement. Yet, because this is a BUSINESS blog, it would be pointless to ramble on about Favre’s many great accomplishments. You know, like holding the NFL records for most consecutive starts (253…275 including postseason), most wins for a QB, most TD passes, most completions, most yards…Favre pretty much owns the NFL’s passing record book. Oh, and let’s not forget that Favre is the leagues ONLY three time winner of the league MVP award. Only Johnny Unitas had more Pro Bowl appearances (Favre is tied with other football legends like Marino, Elway and Tarkenton). And don’t forget about the prowess he displayed on the big screen in There’s Something About Mary. Favre is truly one of America’s true sports icons.

What does that have to do with business you ask? Well, it has everything to do with business…the business of product endorsements.

Let’s talk about endorsements. ESPN radio host Colin Cowherd summed it up perfectly on his radio show this morning. Why has Favre been such a great product pitchman? Because he is believable. Consumers can believe he actually uses the products he is endorsing. Does Tiger Woods really drive a Buick? Does Tom Brady honestly use Stetson cologne? Does Donovan McNabb really eat Campbell’s Chunky Soup? Most people can truly see Favre wearing Wrangler jeans and driving around on a Snapper lawn mower. The Milwaukee Journal Constitution quoted his agent as saying, “Brett is careful about picking and choosing (endorsement deals). He does the things that seem to fit Brett Favre the person. It’s not money-motivated.”

Favre’s departure signals potential impact on other areas of sports business as well. Think about the Green Bay Packers franchise. What does this news mean for them? Favre’s popularity and ability to appeal to the masses led to millions of dollars in merchandise sales, helped ticket sales reach unforeseen heights (the waiting list for season tickets is now nearly 60,000 fans strong) and undoubtedly helped propel sponsorship revenue.

Favre’s reach isn’t confined to the Green Bay market or the great state of Wisconsin either. Favre’s retirement could potentially impact the league. His status as living NFL legend certainly helped boost television ratings. Licensing revenues are at an all-time high and Favre’s jersey is perennially listed in the top 15 of all players, despite the fact that the Packers haven’t changed a logo or colors in years. Today’s news certainly suggests the end of an era, both on the field and off.

*** Questions for Classroom Discussion ***

1) In your opinion, was Brett Favre an effective product endorser?  Why or why not?

2) Using the Internet, find at least three products or services that Brett Favre has endorsed at some point in his career.

3) Will Favre’s status as American sports icon lead to endorsement opportunities even after retirement like Michael Jordan or Charles Barkley? Why or why not?
4) How does Favre’s retirement impact the Green Bay Packers? Explain your answers in detail.

5) How does Favre’s retirement impact the NFL? Explain your answers in detail.

Posted in Advertising, Endorsement, Licensing/Branding, Marketing, Public Relations/Publicity |

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