Competitive Edge - Sports & Entertainment Marketing News

TV ads for insurance companies that feature NFL quarterbacks greatly outperform other ads

One-take bake. It’s what Progressive’s chief marketing officer Jeff Charney calls Cleveland Browns quarterback Baker Mayfield.

In an interview with CNBC on Thursday, Charney praised Mayfield’s sports marketing appeal, and with the team still in the National Football League’s playoffs, the insurance firm is expecting a big weekend with its football ad spots.

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Discussion Questions:

  1. What is a product endorsement?
  2. What is ROI?
  3. Why do you think ROI is important to a brand investing in a product endorsement campaign?
  4. According to information in this news story, how effective are NFL quarterbacks in promoting insurance brands when compared to other advertisements?
  5. Why do you think that might be?
  6. Do you think this data will lead to more NFL quarterbacks getting opportunities to promote insurance companies? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.