NFL

Patrick Mahomes has 'even more endorsement potential than Peyton Manning'

By Sports Desk February 09, 2020

Pat Mahomes may become the NFL's first $200million player but he can expect to earn double that amount in endorsements, according to a sports marketing expert.

The quarterback further enhanced his blossoming reputation by steering the Kansas City Chiefs to a first title in 50 years, with his performance in the 31-20 win over San Francisco 49ers enough to earn Super Bowl LIV MVP honours.

After a trip to Disneyworld and an open-top bus parade to celebrate the team's success, Mahomes now finds himself playing a waiting game as he looks ahead to the offseason.

A first-round pick by the Chiefs in 2017, he is moving into the last year of his rookie deal. There is no doubt that his employers will pay him; the question is more about how much he gets.

The 24-year-old is expected to sign the biggest deal in the league's history, yet the eye-catching number - whatever it ends up being in terms of overall value, and guaranteed money - is not the only chance Mahomes will have to cash in on his superstardom.

Asked if Mahomes could match his record-breaking new contract in off-field deals, Darrin Duber-Smith - a lecturer in marketing at the Metropolitan State University of Denver - told Stats Perform: "For sure.

"The thing about endorsement potential is success is only one of a few important variables in whether an endorser becomes wildly financially successful.

"Pat Mahomes is likeable. Success helps, but likeability is a bigger factor. Longevity is a big issue, attractiveness is a big issue, as is success. Those are sort of the four biggest variables for endorsement success, in my opinion.

"Tom Brady has longevity and has had success, and is good-looking too, but he doesn't have that likeability.

"Mahomes doesn't have the longevity aspect yet, of course. We don't know about that because an injury can derail someone's career very quickly.

"I would compare him to Peyton Manning, though. He even has more endorsement potential than Manning, who is one of the most likeable and also one of the highest-grossing celebrity endorsers ever."

 

While Manning is still earning in retirement, Mahomes is part of a new generation of quarterbacks. Alongside Deshaun Watson and reigning MVP Lamar Jackson, he is a superstar who will attract in sponsors, not just with his play on the field but also his personality.

His profile is aided by a change in the marketing landscape, according to Duber-Smith. Where once teams were the main attraction, now it is the players who have the pulling power.

"It's all about what we call 'star power' in the sports marketing world," he explained. "We can thank 15 or 20 years of fantasy football for that.

"Star power drives almost everything – people will go out and watch really poor teams, so long as there are one or two great stars. Teams can also make millions of dollars despite not winning for decades, just so long as the star power is there.

"The NFL has rallied this year, and I think that's down to a couple of things. First, they are paying a lot more attention to which games they are showing on television, so that really helps, but we also have 'Generation Z' coming in.

"They are different. With the millennials, we had a malaise for a period of time. Now, though, we have in this batch of new quarterbacks, probably the most exciting bunch we've possibly ever seen.

"It's all about quality. The Premier League is rated number one in the world, and the way you look at that is through player salaries. The thing about Americans is – and you're going to see this when the XFL fails – they don't like to watch poor sports.

"They like to watch the best in the world, which explains why the Premier League ratings are so much higher than our own MLS. We don't care where it comes from – if it's high quality, we will watch it."

There is little doubt about Mahomes' quality. Kansas City have drafted and developed a franchise QB who should be worth every penny of what they end up paying him. As one of the faces in the NFL, he should expect to be in high demand.

Related items

  • Texans DE Watt says asking for extension would be ‘wrong move’ Texans DE Watt says asking for extension would be ‘wrong move’

    J.J Watt has put together a Hall of Fame resume and been the face of the Houston Texans franchise for the last decade.

    The star defensive end, however, is not about to ask the Texans to restructure his contract, despite having two years and no guaranteed money left on his deal. 

    "I'm going out there to prove what I'm worth," Watt said during a conference call on Wednesday. "And I believe that's the right situation for everybody.

    "I think if I went back and asked for an extension, more money, anything right now, I think that would be the wrong move."

    The 31-year-old Watt is signed for the next two seasons, with non-guaranteed base salaries of $15.5million in 2020 and $17.5million in 2021.

    He is a five-time Pro Bowler and a three-time AP Defensive Player of the Year award winner, but Watt realises he does not have much leverage for trying to negotiate a new deal given his health the past few seasons. 

    After playing all 16 games his first five NFL seasons, he appeared in more than eight games just once in the last four. He missed eight games last season with a torn pectoral muscle but was able to return in time for the playoffs. 

    “I think that I fully understand and respect the situation that I’m in at the moment and what's happened in the past few years," he said. "So I’m not going to sit here and demand anything.”"

    That could change, however, if Watt stays healthy in 2020 and returns to his Pro Bowl form. 

    "I'm just going out there and trying to prove my worth, help this team win games, and doing everything I can to earn and make sure that these people know that I’m worth it," he said. 

  • On this day in sport: Messi secures treble as Lomu makes his mark On this day in sport: Messi secures treble as Lomu makes his mark

    Lionel Messi delivered a moment of history for Barcelona on this day in 2009, as Manchester United lost the Champions League final in Rome.

    Arsene Wenger also has fond memories of May 27 from his Arsenal career, having achieved an unprecedented FA Cup feat at Wembley three years ago.

    Shane Watson powered Chennai Super Kings to 2018 IPL glory, while back in 1995, the great Jonah Lomu scored the first tries of a famous New Zealand career.

    Join us in looking back on some memorable moments from this day in years gone by.

     

    1995 – Jonah Lomu scores his first tries for New Zealand

    One of rugby union's all-time most famous faces made his mark on this day back in 1995.

    Lomu scored his first two tries for New Zealand as they claimed a 43-19 win over Ireland in a Pool C clash at the Rugby World Cup in Johannesburg.

    He finished the tournament as joint-top try-scorer on seven as the All Blacks reached the final, where they were famously beaten by hosts South Africa.

    Lomu tragically died at the age of 40 in November 2015.

    2018 – Shane Watson scores unbeaten century as Chennai Super Kings win the IPL

    It is two years since a spectacular innings from Watson secured Indian Premier League glory for Chennai Super Kings.

    Questioned for putting their faith in a squad of players approaching the end of their careers, it was fitting that Chennai's triumph would be sealed by 36-year-old Watson's unbeaten 117 from 57 balls.

    Watson hit eight sixes and 11 fours to dominate the contest, the Super Kings easing to an eight-wicket win with nine balls remaining.

     

    2009 – Barcelona beat Manchester United in the Champions League final

    Barcelona became champions of Europe on this day 11 years ago, denying Manchester United a piece of history and securing their own place in the record books.

    Holders United were looking to become the first team to win back-to-back Champions Leagues in the modern format but were dealt an early blow when Samuel Eto'o squeezed a 10th-minute shot past Edwin van der Sar.

    A header from Lionel Messi – a goal he still considers the most important of his career – made it 2-0 in the second half as Barca won the treble for the first time in their history in Pep Guardiola's first season in charge.

    2017 – Arsenal beat Chelsea in FA Cup final as Wenger wins the trophy for a seventh time

    Arsene Wenger became the most successful manager in FA Cup history three years ago when he lifted the trophy for a seventh time.

    Premier League champions Chelsea were favourites, but a fourth-minute goal from Alexis Sanchez set the tone for the final.

    Victor Moses' red card 68 minutes in made life tougher for the Blues and, although Diego Costa grabbed an equaliser, Aaron Ramsey struck what proved to be the winner three minutes later.

    Aside from Wenger's feat – his 10th major trophy as Gunners boss – it was a final fondly remembered by fans for the performance of Per Mertsesacker, who was outstanding at the heart of defence.

  • Can Leipzig add to Dortmund's misery? The Bundesliga in Opta Facts Can Leipzig add to Dortmund's misery? The Bundesliga in Opta Facts

    After Borussia Dortmund saw their Bundesliga title hopes seemingly end with defeat to Bayern Munich in the Klassiker, Lucien Favre's side could slide to third place on Wednesday.

    A victory for RB Leipzig over Hertha Berlin would take Julian Nagelsmann's team up to second spot in the table.

    There are some growing winless runs in the German top flight, with worrying times for the likes of Union Berlin and Hoffenheim.

    Alarm bells will be ringing at Schalke, however, if their fruitless streak stretches to 10 games. David Wagner's side tackle third-bottom Fortuna Dusseldorf.

    RB LEIPZIG V HERTHA BERLIN

    - Leipzig usually enjoy this fixture, having won six of their previous seven Bundesliga matches against Hertha – losing the other 3-2 at home in December 2017. They have won more Bundesliga games against Hertha than against any other side, and have scored 26 goals in those seven previous clashes.

    - Leipzig have taken 54 points from 27 matches this Bundesliga season, just shy of the 55 they had at this stage of their debut top-flight campaign in 2016-17.

    - Striker Timo Werner has had a hand in 31 Bundesliga goals for Leipzig this season, with 24 goals and seven assists, including a hat-trick against Mainz at the weekend. Since detailed data collection began in 2004-05, no other player has been involved in as many goals at this stage of a season.

    - Hertha have been rejuvenated under new boss Bruno Labbadia, with a 3-0 win over Hoffenheim followed by a 4-0 victory against city rivals Union Berlin last Friday. Curiously, every goal in those two games came between the 51st and 77th minutes.

    UNION BERLIN V MAINZ

    - Mainz parted company with head coach Sandro Schwarz after losing 3-2 when these two teams met in November. It was just Union's second win in seven competitive matches against Mainz.

    - Union sit 13th in the Bundesliga but have not won in their past four Bundesliga matches, losing their past three, including a 4-0 derby loss to Hertha. It is their longest winless run in the Bundesliga, albeit this is their first season in the league.

    - Mainz must set aside their latest Leipzig humiliation. Their 5-0 loss at the weekend followed an 8-0 defeat to the same opposition earlier in the season. The last Bundesliga team to concede 13 goals in a single season against one team were Ulm in 1999-2000 against Bayer Leverkusen.

    - Mainz sit 15th and have conceded a league-high 60 goals this season, more than in any previous season in their existence.

    AUGSBURG V PADERBORN

    - Augsburg have won four of their past six competitive matches against Paderborn (D1 L1), including a 1-0 success earlier this season when Philipp Max's goal made the difference.

    - A 3-0 win at Schalke last time out ended Augsburg's run of four Bundesliga defeats in a row and gave them a first clean sheet in 2020.

    - Augsburg have a rocky recent record at home against promoted teams, winning five and losing five of their past 10 such fixtures. The last promoted team they beat at home were Paderborn – 3-0 in November 2014.

    - Paderborn sit bottom of the Bundesliga with 18 points from 27 matches. No team with 18 points or fewer at this stage of a season have ever avoided relegation from the league.

    HOFFENHEIM V COLOGNE

    - Rather a favourite fixture for Hoffenheim, they have won each of their past three Bundesliga games against Cologne and are unbeaten in the past seven in their rivalry. They have only managed to string together a longer sequence of Bundesliga wins against one team – winning five in succession against Hannover from 2013 to 2015.

    - Hoffenheim will need to buck the trend of their recent 2019-20 season results, however, having not won in their past seven Bundesliga matches (D3 L4), their longest winless run since going eight games without a victory from October to December in 2015.

    - Cologne's Jhon Cordoba scored his 11th goal of the season on matchday 27, a late equaliser against Fortuna Dusseldorf on Sunday. He has now netted more goals in his 23 appearances this term than in his previous three Bundesliga campaigns combined (10 goals in 69 games).

    FORTUNA DUSSELDORF V SCHALKE

    - Schalke have lost only one of their past six competitive matches against Fortuna (W3 D2), but that 4-0 home setback in March 2019 will be fresh in the memory.

    - Fortuna sit precariously in 16th place but are unbeaten in their past five games (W1 D4) under Uwe Rosler. They have drawn six of eight games under Rosler – the only other coach in Bundesliga history to draw six of his first eight matches was Thorsten Fink with Hamburg in 2011.

    - If Fortuna go ahead, they might not stay ahead, having thrown away a league-high 22 points from winning positions this season. However, they face a slumping Schalke side who have gone nine games without a Bundesliga win, scoring just twice in that dismal run.

© 2020 SportsMaxTV All Rights Reserved.