LeBron James and the Miami Heat won the NBA Finals for the second consecutive year by defeating the... [+]
An epic NBA Final is now in the books, with LeBron James and the Miami Heat scoring a second straight title in a hard-fought seven-game series over the San Antonio Spurs. Now comes the follow-up bounty for some of the players and coaches. Who's going to cash in with bigger profiles and new endorsement deals?
LeBron's already-plentiful bounty will grow further, but how ought Madison Avenue be looking at some of others? Our pal Bob Dorfman, Executive Creative Director at San Francisco-based Baker Street Advertising, makes a practice of breaking these things down on the heels of major events like the Super Bowl, World Series and NBA Finals. Here's a sampling of his astute take on the 2013 field from Miami and San Antonio:
SLAM DUNK:
LeBron James. King James’ second consecutive ring and Finals’ MVP award could add another $5 million to $7 million a year to his current $40 million in yearly off-the-court income. He's booming in the Asian market, signing deals to pitch Dunkin’ Donuts and the NBA2K14 video game in China. The 2K Sports’ NBA2K14 video game is his first game cover ever. His appeal crosses all demographics, except, perhaps, the Cleveland market. (A thought going forward)...LBJ has been taking himself very seriously these days. It might be nice to see his sponsors inject a little more humor into his ads, as Sprint does with Kevin Durant, and Kia does with Blake Griffin.
STRONG SHOT:
Dwyane Wade. With three rings, two cute kids (co-stars in his Dove for Men campaign), and one attractive girlfriend (actress Gabrielle Union), it’s no wonder D-Wade pulls in $12 million a year in endorsements. He’s a familiar name and face and a style icon - Wade's fashion-forward sense could score a campaign with any designer menswear brand. His current Gatorade spot with Kevin Durant is one of the year’s best sports ads. At 31 and slightly in decline, Wade may not be as viable a long-term investment as LeBron. But if his health holds up and the Heat’s Big Three stay together, he’s definitely a worthwhile marketing spend. Just avoid any deal over five years.
LONG SHOT:
Tony Parker. Major advantages: he owns three rings, and he's talented, sexy and French. Major disadvantage: he's French. And the less said about his 2007 French hip-hop CD, the better. Parker is by far the flashiest and most charismatic player on the workmanlike Spurs—but that’s not saying a lot. The fleet-footed Parker could endorse any athlete’s foot medication—Tinactin, Lotrimin, Lamisil—or any product built for speed. Getting back together with ex-wife Eva Longoria might be a smart career move, too. But unless Americans overcome their suspicion of the French to embrace Parker as a marketing icon, his best shot may be in a European campaign.
Tim Duncan. Talent exceeds his personality - no flash, style, or charisma. It adds up to few endorsements—just four shiny rings and a future Hall of Fame spot. Duncan treasures his privacy, turning down most marketing deals. But as he’s in the middle of a messy divorce, a few extra million might come in handy. The right advertiser could easily turn Tim’s dullness into a positive: Black & Decker or Dodge trucks could play off his workmanlike efficiency. KFC could use his trademark bug-eyed look of surprise for an “I ate the bones!” ad. And of course, Duncan for Dunkin’ Donuts is a natural. The Big Fundamental certainly offers some big plusses for advertisers: he’s highly affordable for a superstar of his caliber, he's scandal-free, and he won't overshadow your product.
Chris Bosh. The anti-Duncan - his personality exceeds his talent. The third wheel of Miami’s Big Three, invisible for long stretches, ridiculed for his softness. But off the court, a genuinely nice, intelligent and articulate guy. An avid reader, Bosh could pitch Kindle or Nook. His knowledge of computer coding qualifies him for deals with Apple, Microsoft or H-P. And wouldn’t you love to see the reptilian Bosh pair up with the Geico lizard?
Kawhi Leonard. Breakout series for the 21-year-old with superstar potential. Leonard prefers driving his Chevy Malibu over his brand new Porsche, because he says, “it gets good gas mileage." Chevy should sign him before he gets expensive.
Manu Ginobili. The only non-American player to own an NBA Championship ring and an Olympic gold medal, Manu is fluent in three languages (Spanish, Italian, English), and huge in Argentina and Italy. But the Manu magic seems to have left the building. His penchant for turnovers could land him a Pillsbury deal, and his male pattern baldness is perfect for Rogaine or Propecia. But like many of San Antonio’s players, Ginobili is not made in America, and may best be suited for campaigns in South America or Europe. Especially considering his dismal Finals performance.
Gregg Popovich. Any Pop interview with a sideline reporter is a perfect scenario for a Southwest Airlines “Wanna get away?” ad.
Chris “Birdman” Andersen. Too freaky for most mainstream advertisers, but could work promoting the next edition of Angry Birds. Or how about the Birdman to spice up the next season of Dancing With The Stars?
Shane Battier. Stepped up huge in Game 7. Arguably the smartest player in the NBA, the Duke grad could help sell Intel, Oracle or any smart phone maker.
Erik Spoelstra. Led the Heat to a second consecutive ring, and won’t get enough credit for it. But with NBA interest booming in the Philippines, the league’s first and only Filipino-American coach could score big for Philippine Airlines or Philippine Brand dried mangoes.
Pat Riley. The Heat’s President now owns nine championship rings. Good choice for any jewelry polish. And as owner of the “three-peat” trademark, another Miami ring next season could prove very lucrative to Riley.
Danny Green. Ouch - he was thisclose to a Finals MVP award, but someone forgot to tell him the series is seven games, not five. Green will have to settle for the record for most three-pointers in a Finals series, which makes him a possible choice for any long distance carrier.
Mike Miller. Nice hair for a women’s shampoo ad. And his one-shoe three-pointer in Game 6 could spark a new 50%-off sneaker promotion.
AIRBALL:
Cory Joseph. Too young.
Gary Neal. Too inconsistent.
Boris Diaw. Too French.
Nando De Colo. See Boris Diaw.
