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--------- The Davie Brown Talent - - - - - - - - - Little Gold Book of Celebrity Endorsers ----------------------------------------- NBA -OFF TIP TION EDI A Letter from the Author… F or professional athletes, the NBA is a strong platform from which to launch a career as a celebrity endorser. Free of headcovering helmets, bulky uniforms, and caps that shade their faces, NBA players are more easily recognized by fans than in other sports. The high-flying, fast-paced modern game, with its emphasis on individual highlights, is perfect for TV, further increasing consumers’ familiarity with NBA stars. In a league (and society) infatuated with youth, the spotlight on the NBA’s “older” statesmen – Shaquille O’Neal (entering his 15th season), Tim Duncan (10), Kevin Garnett (12), and Kobe Bryant (11) – has shifted to LeBron James, Dwyane Wade, and other budding superstars. But while King James and D-Wade rank as the NBA’s two most marketable, endorsement-worthy players, it’s the league’s vets who crowd our top 10 list as the season tips off. Shaq, KG, Duncan, Steve Nash, and Vince Carter – established players with the proven ability to engage fans and consumers – are favorites among advertisers and sponsors. You’ll find out why as you read on. Enjoy… How We Calculate Our Rankings F or years, when selecting a celebrity to appear in an ad, brand managers and their agencies relied on gut instinct more than science. Those who did use a more scientific method looked primarily at whether a celeb was (1) well-known and (2) well-liked. The problem is, there are plenty of celebrities who we know and perhaps like, but don’t necessarily take notice of, trust, or aspire to be like. Davie Brown’s celebrity index – the aptly named “Davie Brown Index” or DBI – was developed from the brand’s perspective. It determines a celebrity’s ability to influence brand affinity and consumer purchase intent and provides brand marketers with a systematic approach for quantifying and qualifying the use of celebrities in marketing campaigns. How? By evaluating a celebrity’s awareness, appeal and relevance to a brand’s image and their influence on consumer buying behavior. Using a 1.5 million-member consumer research panel, the DBI evaluates celebrities along eight key attributes: Appeal, aspiration, awareness, endorsement, influence, notice, trendsetter, and trust. As such, the DBI serves as the basis for these rankings. However, the experience and insight of the Davie Brown Talent team was critical in determining the endorsement potential of these players. The NBA’s Most Marketable List Active Players 1. 2. 3. 4. 5. LeBron James Dwyane Wade Shaquille O’Neal Yao Ming Carmelo Anthony 6. Vince Carter 7. Steve Nash 8. Kevin Garnett 9. Tim Duncan 10. Dirk Nowitzki, Tony Parker (tie) Other NBA Stars • Kobe Bryant • Tracy McGrady • Allen Iverson Three to Watch • Chris Paul • Adam Morrison • Ben Gordon The NBA’s Most Marketable List Retired Players 1. 2. 3. 4. 5. Michael Jordan Charles Barkley Magic Johnson Larry Bird David Robinson Other Personalities 1. 2. 3. 4. 5. Pat Riley Mark Cuban The Maloof brothers Phil Jackson Bill Walton LeBron James Cleveland Cavaliers Age: 21 With a charming personality, charisma, and boundless talent, LeBron is positioned by his reps to match Michael Jordan both on the court and as a celebrity endorser. Already, James has deals with two of the world’s biggest brands: Nike and Coke. Based on data from the Davie Brown Index (DBI), they’ve made a wise investment. James is among the most influential personalities in the DBI database. Only 21, James and his advisors have time to make sound, strategic decisions regarding long-term endorsement deals. And though his deal with Nike will likely overshadow other deals he signs, expect him to align with at least one other major, global brand in the next 12 months. LeBron’s on-court visibility is attractive to advertisers. He’s a member of the U.S. Olympic team, and last season, besides averaging 27 points per game, he led the NBA in minutes played. Couple that with his team’s deep run into the league postseason last year, and LeBron’s awareness level among U.S. consumers is rising steadily. He ranks in the top 20 percent in awareness among all active NBA players in the DBI. James has drawn on-court comparisons to Magic Johnson, whose spirit, contagious energy, and obvious love for the game made him a fan favorite during his college and pro careers. Like Magic, LeBron is unique in that he has the ability to play any position on the court, making him even more visible. Dwyane Wade Miami Heat Age: 24 Wade’s stellar performance in the NBA Finals generated interest from a number of endorsers and likely doubled his endorsement value. Playing in a glamorous market packed with celebrities benefits Wade as celebs draw attention from non-sports media. It’s also likely the reason why Wade is considered to be a trendsetter by U.S. consumers, according to the Davie Brown Index (DBI). In the DBI, Wade ranks above all current NBA players in the “trendsetter” attribute. According to his representatives, Wade has solidified his corporate partnership portfolio – which already includes car, telecom, shoe, sports drink, and cereal deals – and is no longer actively seeking deals. Should he sign with another brand, expect it to come from an Olympic sponsor looking to leverage an international association with Team USA in Beijing. Despite his heroics in last season’s championship series, most U.S. consumers still aren’t familiar with Wade, though his stellar play, recent SI Sportsman of the Year honors, and exposure in the 2008 Olympics will change that. As his awareness increases, so will his index. Still, according to the Davie Brown Index, those who know of him find him to be among the league’s most likable, endorsement-worty, influential, and aspirational players. In fact, along with LeBron James, Wade ranks as one of the most influential athlete celebrities among consumers, something that makes him an ideal product endorser. Shaquille O’Neal Miami Heat Age: 34 While Shaq’s point totals have started to slip recently, his marketability has not. With retirement looming, expect the Diesel to pick up one more national endorsement deal in the next 12 months. According to the DBI, Shaq is the most well-known player in the NBA, and one of the most-recognized athletes in all of professional sports -even better known than fan favorites such as Brett Favre and Jack Nicklaus, as well as Hollywood celebs like Paris Hilton, Johnny Depp, and Cameron Diaz. That visibility is a key to his marketability. Shaq’s larger-than-life persona and off-the-court ventures in movies, music, and apparel, have helped him create his own brand, which advertisers appreciate and like to associate with. Further, his general lack of negative publicity over the years make him a low-risk, highreward endorser. Yao Ming Houston Rockets Age: 26 Yao had a chance to become a global ambassador for the NBA, but his average performance coupled with the Rockets’ poor play last season has limited his opportunity. Still, he’s among the most well-known players in the NBA, and ranks as one of the most popular athletes globally. Based on DBI data, U.S. consumers find Ming more appealing than superstars like LeBron James and Carmelo Anthony. But, he lags behind in terms of aspiration and influence, which will be concerns for advertisers. Internationally, however, particularly in Asia, this isn’t the case. Based on his nationality and worldwide appeal, Ming is best-suited for advertisers with a global reach, brands that can leverage him around the world. As a member of China’s Olympic team in Beijing, Yao will strengthen his position as an international celebrity endorser. Domestically, in terms of endorsement opportunities, Yao is falling behind young stars like LeBron, D-Wade, Carmelo, and even foreign players like Dirk Nowitzki and Tony Parker. Part of that stems from his position – with the exception of Shaq, most centers in the league have frequently struggled to find deals. American consumers prefer athletic, glamorous players who score or make exciting plays. Yao doesn’t fit that mold. Carmelo Anthony Denver Nuggets Age: 22 There are a few NBA markets that, in many ways, prohibit or hinder a player’s ability to establish national marketability. With the city’s love of its high-profile NFL team and the Nuggets’ lack of success in the NBA postseason, Denver just happens to be one of those markets. Nationally, among U.S. consumers, Carmelo is not well known. Beginning his fourth NBA season, his awareness numbers are in the same neighborhood as Spurs coach Gregg Popovich and WNBA star Rebecca Lobo. But, as with Dwyane Wade, Melo’s quickly increasing his awareness. His recent shoe commercial brings with it exposure and credibility. Should the Nuggets challenge for an NBA title, Anthony’s awareness numbers would be on par with players like Garnett, Nash, Duncan, and Vince Carter. Carmelo’s strength is that he’s perceived by those who know him as a trendsetter. As with his new energy drink, brands that appeal to younger consumers may find a good match with Anthony as an endorser as his DBI scores are highest among the 18-24-year-old demo. Vince Carter New Jersey Nets Age: 29 With the emergence of new stars such as LeBron and D-Wade, expect Carter’s marketability to dip slightly. His T-Mobile deal provided him with excellent national exposure during last season’s playoffs, but watch for fellow T-Mobile endorsers Wade and Charles Barkley to steal some of the spotlight this year. One of the NBA’s most potent scorers for more than a decade, the perennial All-Star has cultivated strong numbers in terms of influence, appeal, notice, and his position as a trendsetter. Of all current NBA players in the DBI database, Carter ranks fourth in “endorsement” and third in “trendsetter.” Despite his credentials, Carter is not as well known as players like Garnett, Iverson, or Yao, which may be partly due to his five-plus seasons north of the border with the Toronto Raptors. Steve Nash Phoenix Suns Age: 32 Despite an exciting style of play and consecutive league MVP honors, Nash continues to be more marketable in his home country of Canada than in the States. As is the case with most athletes, individual awards increase personal exposure and consideration from national advertisers, but team success is the deal-closer. Had the Suns advanced to the NBA Finals in Nash’s last two seasons in Phoenix, endorsers would have battled for his attention. He currently ranks sixth in the DBI “endorsement” attribute among active NBA players. According to the DBI, Nash gets the attention of consumers. Only Miami’s Dwyane Wade posts a higher “notice” score among NBA players, and Nash’s “notice” score is on-par with popular athletes like Lance Armstrong and Peyton Manning. He also has a reputation for being one of the league’s “nice guys.” The DBI confirms his likeability. He ranks third in appeal among active NBA players in the DBI. As exciting and energetic as he is on the floor, Nash’s downside is that he doesn’t play above the rim. Put simply, he rarely dunks. And, like it or not, dunking is something that’s valued by fans, the media, and endorsers alike. Just ask D-Wade, LeBron, and Vince Carter. Now 32 years old, expect his appeal to erode slightly unless the Suns make the Finals or he earns his third MVP award, an achievement reached by only a handful of players, including Magic Johnson and Larry Bird. Tim Duncan San Antonio Spurs Age: 30 Among active NBA players, the affable Duncan ranks as the most trustworthy, according to the DBI. In fact, his trust score is only a couple of points lower than those of Michael Jordan and Tiger Woods, two of the most highly-rated celebrity endorsers in history. And it doesn’t stop there. Duncan’s appeal score is better than Jordan’s and he rates as one of the most aspirational players in the league. Now in his 10th NBA season, the 30-year-old Duncan is a two-time league MVP and ranks as one of the best power forwards in NBA history. But it’s his three NBA championships with the Spurs that have provided him with prolonged national exposure, something that he likely wouldn’t have received otherwise playing in San Antonio. Duncan’s actively involved in various charities, including one that rewards students “who demonstrate integrity, respect, dependability, fairness, caring or civic responsibility.” Impressive. So why aren’t advertisers lining up for Duncan’s services? One reason is his position. Again, centers and big power forwards typically work around the hoop, limiting their ability to make SportsCenter-quality plays on a nightly basis. The exception is Shaq, whose electric personality make him unique among big men. Further, Duncan’s personality is not nearly as magnetic as Shaq’s. A good guy, yes. Magnetic? No. Kevin Garnett Minnesota Timberwolves Age: 30 His Gatorade commercial last year provided Garnett, one of the league’s premier scorers and rebounders for nearly a decade, with significant national exposure, and helped him increase his awareness among U.S. consumers. According to the DBI, he ranks seventh among current NBA players in terms of awareness. According to the DBI, consumers find Garnett to be appealing, but overall his other attribute scores – trust, notice, influence, etc. – rank him in the middle of the pack among the league’s top endorsers. The T-Wolves have failed to make the playoffs since reaching the Western Conference Finals two seasons ago, limiting Garnett’s postseason exposure. Should he get back to MVP form this season and his team get untracked, expect advertisers to bring him back to the national spotlight. Dirk Nowitzki Dallas Mavericks Age: 28 Until last season, Nowitzki was generally unknown by most U.S. consumers, even lesser known than his team’s high-profile owner, Mark Cuban. A trip to the NBA Finals not only gave Dirk an awareness boost, but helped him differentiate himself from his counterparts. According to the DBI, he ranks among the most noticeable NBA players, a trait that advertisers look for when considering celebrity endorsers. Now entering his ninth NBA season, the 7-foot Nowitzki is not the traditional, post-down-low big man. Since he’s not a restricted to the paint, he has the opportunity to make more fan-pleasing plays, which he does regularly. Despite his strengths, Nowitzki seldom entertains endorsement opportunities, at least in the U.S. It is estimated that he’s turned down no fewer than 3-5 prominent deals in the last 12 months. Tony Parker San Antonio Spurs Age: 24 A good-looking guy with a high-profile Hollywood celebrity as his fiancé, it’s little surprise that U.S. consumers take notice of Parker, who along with Tim Duncan has helped guide the Spurs to two NBA titles in his five seasons with the team. It’s also a reason why consumers find him someone they aspire to be like. Among the 1500 celebrities in the DBI, Parker ranks in the top 200 in the “aspiration” category. Elegant and professional, Parker is wildly popular in his home country of France where he was named “Sportsman of the Year” in 2003 and where he’s crowded by paparazzi at appearances or nights out with Eva Longoria. There, he also has a full endorsement portfolio. Despite his impressive play-making and leadership ability, Parker is similar to Steve Nash in that he plays below the rim. Kobe Bryant Los Angeles Lakers Age: 28 As any crisis management expert will tell you, it takes years to build a strong reputation, but only one poor decision to destroy it. And, building it back takes time. For brands conscious of their own reputations and careful to avoid negative press, associating with Kobe presents too much of a risk. Despite his exceptional skills (Bryant is an eight-time All-NBA selection) and good looks, the DBI shows that, at this point, consumers don’t trust Kobe, nor do they find him appealing or aspirational. In terms of appeal, Bryant ranks higher than only one active NBA player in the DBI: Sacramento’s Ron Artest. If there’s good news, it’s that he’s well known. Bryant ranks among the top 20 best-known celebrity athletes in the DBI. Allen Iverson Philadelphia 76ers Age: 31 A 10-year veteran and dynamic scorer, Iverson is one of the league’s most exciting and well-known players, thanks in part to his lifetime deal with Reebok, which provides him with plenty of commercial exposure. That’s the good news, and to some advertisers, it’s what matters the most. The problem from an endorsement perspective is that his trust and appeal scores are low. Not as low as Kobe’s, but low nonetheless, along the lines of “Stone Cold” Steve Austin, Ray Lewis, and Jeremy Shockey. Tracy McGrady Houston Rockets Age: 27 How does McGrady – a two-time NBA scoring champion, a 10-year veteran with his own shoe from Adidas who was on the cover of the NBA Live '07 video game, and who led all guards in All-Star balloting two seasons ago – remain unknown by most U.S. consumers? According to the DBI, in terms of awareness, McGrady ranks 1215 (of 1500) celebrities in the database. For starters, McGrady never played college ball, thus missing out on the exposure that playing for a top-notch NCAA program brings. Then, for his first three seasons as a pro, McGrady was hidden away in Toronto, playing for a terrible Raptors team that won just 39 games in two years. He’s also a generally quiet guy who’s stayed out of trouble, and out of the press. And, last season, he was slowed by injuries – missing 35 games – as the Rockets struggled. According to the DBI, his strength as an endorser is that he’s perceived by those who know him as a trendsetter, on-par with Carmelo Anthony and Vince Carter. Named by The Sporting News as one of the “Good Guys in Sports,” McGrady is unlikely to get into any off-court trouble, something that reputable brands abhor. Three to Watch Chris Paul New Orleans/OKC Last season’s NBA Rookie of the Year , Paul won an ESPY award last year as the “Best Breakthrough Athlete” and was recently ranked by SLAM magazine as one of the 10 best players in the NBA. He has already secured national deals with Team Jordan and AT&T. Adam Morrison Charlotte Morrison, who will grace the cover of the “NCAA March Madness 07” video game, is already receiving six-figure endorsement opportunities, a rarity for rookies. A terrific player, it’s questionable whether he can achieve corporate stardom in Charlotte. Ben Gordon Chicago With Michael Jordan serving as his mentor and high expectations for the Bulls this season, Gordon will have his chance to reach the next level. His most prominent endorsement, other than his Nike deal, has been with Comcast. Michael Jordan Retired Since: 2003 Once described as an “international icon,” Jordan is among the top three most well-known celebrity athletes in the DBI, along with Tiger Woods and Muhammad Ali, who rank just ahead of him. Of the 1500 celebrities in the DBI, Jordan ranks in the top 25. His poise, polish, and prowess made him the highest paid athlete in the world. Those same qualities are why he’s among the most influential, trustworthy, and appealing celebrity athletes in the DBI. Jordan ranks above Tiger in terms of appeal and notice in the DBI. Charles Barkley Retired Since: 2000 Barkley’s strong opinions and potent personality, not to mention his studio deal with TNT, make him one of the best known celebrity athletes in the DBI. Of course, his candor rubs some people the wrong way, limiting his broad appeal, both among consumers and advertisers, according to the DBI. Magic Johnson Retired Since: 1996 Along with Larry Bird and Julius Erving, Magic was one of the NBA’s most valuable global ambassadors during his 13-year career as his energy, passion, and beaming smile engaged fans and advertisers alike. Winning five NBA titles and playing in the entertainment capital of the world helped Magic become one of the most well-known sports celebrities in the DBI, behind only Woods, Ali, Jordan, and George Foreman. Today, he still ranks in the top 150 of all celebrities in the DBI, though his appeal has slipped over the years (he now rates slightly lower than his old coach Pat Riley in terms of likeability) and he doesn’t command consumer attention the way he once did. Larry Bird Retired Since: 1992 Out of the spotlight for more than a decade, Bird may not be as well-known among consumers as his one-time nemesis Magic Johnson, though he’s still as well-known as Shaq and better known than Kobe. And, among those who remember him, Larry is slightly more appealing than either Magic or Shaq, according to the DBI. While Magic was known for his flash and flamboyance, Bird was a blue-collar, lunch pail kind of guy who advertisers could trust with their brands. David Robinson Retired Since: 2003 According to DBI data, “The Admiral” rates highly as an appealing, distinct, and aspirational celebrity who consumers believe is an effective brand spokesperson. A 10-time All-NBA selection and former NBA MVP, Robinson is unique among professional athletes. A graduate of the U.S. Naval Academy, Robinson served two years in the Navy before turning pro. In San Antonio, he and his wife have donated $9 million of their own money to create Carver Academy, an independent school serving primarily low-income African-American and Hispanic families. Pat Riley Head Coach, Miami Heat Riley’s long coaching career, with stops in mega-media markets Los Angeles, New York, and Miami, has made him one of the most recognizable coaches in professional sports behind Bill Parcells and Wayne Gretzky, who is known more for his Hall of Fame playing career than for his time as a coach. Polished and professional, Riley is generally well-liked by consumers and fetches $50k per speaking engagement. Mark Cuban Owner, Dallas Mavericks Passionate, outspoken, and with a keen eye for attracting media attention, the Texas billionaire has tirelessly promoted not only his Dallas Mavericks team, but the entire NBA. As the league’s most visible owner, he’s appeared on everything from David Letterman and Jay Leno, to Howard Stern and Greta Van Susteren. His strength is that consumers find him to be aspirational, according to the DBI. Maloof Brothers Owners, Sacramento Kings Perhaps more familiar to consumers on the West Coast than nationally, these millionaire bachelors are celebrities in their own right as owners of the Kings and the Palms hotel and casino in Las Vegas. Smart, handsome, and outgoing, Joe and Gavin are on their way to becoming the Trumps of pro basketball. Phil Jackson Head Coach, Los Angeles Lakers Like Pat Riley, Jackson has benefited from coaching star-studded teams (Jordan, Pippen, Rodman, Shaq, Kobe) in big markets (Chicago and LA). His eight NBA titles provided him with major international exposure and helped earn him a reputation as one of the world’s top pro coaches. Bill Walton Color Commentator, ABC/ESPN Older consumers remember Walton’s weird, wild personality as a standout player at UCLA and with the Celtics and Blazers, while those in their 20s likely know him as a color commentator for ABC/ESPN, and formerly, NBC. His 20-year college and pro playing career, followed by 16 years as a broadcaster, have kept Walton visible. Though he doesn’t score particularly well in any of the DBI attributes, he’s better known than many current NBA stars, including Allen Iverson, LeBron James, and Tim Duncan. About the Davie Brown Index T he Davie Brown Index® (DBI) is an independent index for brand marketers and agencies that determines a celebrity’s ability to influence brand affinity and consumer purchase intent. The DBI provides brand marketers with a systematic approach for quantifying and qualifying the use of celebrities in marketing campaigns by evaluating a celebrity’s awareness, appeal and relevance to a brand’s image and their influence on consumer buying behavior. The DBI consists of more than 1,000 celebrities and is powered by a 1.5 million-member domestic research panel administered by GMI, a leading provider of global market intelligence solutions. Respondents evaluate celebrities along eight key attributes: Appeal, aspiration, awareness, endorsement, influence, notice, trendsetter, and trust. The DBI includes today’s most relevant celebrities for brand marketers because it’s dynamically updated, both on a weekly basis, as well as through special requests from DBI subscribers. This enables brand marketers to react quickly to current events affecting celebrities and gain insight into lesser-known celebrities who are “on the rise.” About Davie Brown Entertainment Founded in 1984, Los Angeles-based Davie Brown Entertainment provides a full spectrum of entertainment-based solutions for global companies. As the entertainment consulting and activation agency of The Marketing Arm network, Davie Brown serves as a conduit between brands and content providers via branded entertainment, product placement, entertainment promotions, and strategic studio alliances. Recognized as the nation’s largest talent buyer, Davie Brown’s talent division secures celebrities and licenses third-party intellectual property rights for advertising, speaking engagements, promotional programs, PR activities, and events. About The Marketing Arm The Marketing Arm is a network of marketing services agencies building brands through the emotionally powerful platforms of entertainment, music, sports, events, and cause marketing. Operating within Omnicom Group Inc. (NYSE: OMC), The Marketing Arm serves as the umbrella brand for our best-in-class business units: USM&P (events), Millsport (sports), Davie Brown (entertainment), and ipsh! (wireless). Contact Information F or more information about Davie Brown or the Davie Brown Index (DBI), please contact: Scott Sanford Senior Client Director Davie Brown Talent (214) 259-3236 SSanford@DavieBrown.com Media contact: Chris Anderson The Marketing Arm (214) 259-3290 (office) (214) 450-6471 (cell) CAnderson@TheMarketingArm.com www.TheMarketingArm.com