Please name your city
-- or associated product -- in any connection with a major TV sports franchise. Any in-game branding opportunities?
“Omaha” is the
word Denver Broncos’ quarterback Peyton Manning uses right before his center snaps the ball to him. During the recent AFC Divisional playoff game, TV viewers could hear many mentions of the
word, which got one food company, Omaha Steaks, thinking about sports marketing
Could a new form of TV branded entertainment be in the works?
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Maybe, but this doesn’t necessarily mean Manning would adjust his snap call to “Omaha
Steaks.” An Omaha Steaks executive didn’t go into details.
Front Row
Analytics says each mention of a key brand word during an audible could be worth $150,000, according to a story on
ESPN.com. For the Super Bowl, that could climb to $400,000.
Is this fantasy?
If the Broncos make it to the Super Bowl, Manning might do what he
has always done in his professional career as it relates to endorsements: appear in TV commercials. He has done so for Papa John’s, DirecTV, and General Motors’ Buick line of
cars.
All I can say is what some of football’s most valuable players have said in live-to-tape
commercials -since 1987, just after winning the big Super Bowl game: “I’m going to Disney World!”