The Marketabiltity of “Johnny Football” – Bloomberg.com

With the 2014 NFL Draft approaching, Bloomberg.com take a look at the future stars and analyse the marketing potential of Texas A&M University Quarterback, Johnny Manziel. Manziel gained a lot of media attention at the First-Round-Pick both for his performances on and off the field.

In two years at Texas A&M University, he became the first freshman to win the Heisman Trophy and gained national exposure for his on- and off-field performances. Manziel threw 63 touchdown passes, ran for another 30 scores, was suspended for half a game for a violation connected to signing autographs and was photographed hobnobbing with celebrities.

Hollywood Persona Johnny Manziel

“He is Hollywood already,” Matt Delzell, a managing director in the celebrity talent group at Dallas-based Marketing Arm, said of Manziel. “He’s got that kind of personality, and he’s been like that for the two years he’s been in college. I don’t know that we’ve seen anyone like that come out in a really long time.”

Manziel has almost 800,000 followers on Twitter. NFL Commissioner Roger Goodell, who will present Manziel with his team jersey at the NFL draft, has just under 450,000.

“There hasn’t been anybody in quite a while that’s come up with this kind of sensational marketability,” Bob Dorfman, executive creative director at Baker Street Advertising in San Francisco, said in a telephone interview. “He has sort of a Joe Namath flair about him, he likes to have fun and he’s got a great nickname already. That certainly helps.”

Public Awareness has risen 8 percent finds Repucom´s Celebrity DBI

Manziel’s long-term potential off the field will ultimately be determined by his success on it, marketers said. Manziel’s awareness with the general public has risen 8 percent in the past eight months and his endorsement, influence and trust scores have increased as well, according to the Celebrity DBI, a global index co-owned by Repucom and the Marketing Arm that ranks consumer perceptions of celebrities.


Read the Full Article from Bloomberg.com here: Manziel Evokes Namath as Johnny Football to Broadway Joe