Anonymous as recently as the beginning of last season, Dallas Cowboy quarterback Tony Romo is poised to become a marketing all-star. Fans nationwide love Romo; his top-selling No. 9 jersey is
proof of that. This season, he's been featured in a "This Is SportsCenter" spot for ESPN and a Diet Pepsi Max commercial, as well as print ads for AT&T.
Romo's amiable personality is
the key to his appeal, says Bill Glenn, vp of strategic insights and analytics at The Marketing Arm in Dallas. "He smiles when he's on the field," he says. "He has taken what is arguably one of the
most high-pressured positions in all of sports and maintained his humility."
Romo's appeal has attracted celebrity women. That appeal has, in turn, boosted his visibility. Entertainment stars such as Jessica Simpson and Carrie Underwood have been associated with Romo, 27. He even served as a judge in the Miss Universe pageant.
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