If you’ve seen the movie Jerry Maguire with Tom Cruise, you know the four jewels of the celebrity endorsement dollar: shoe, car, clothing-line, and soft drink.
But Baltimore Ravens quarterback Joe Flacco is quickly stretching that notion, as he recently signed a sports sponsorship deal with a gummy bear company, according to ESPN’s Darren Rovell.
The company, Haribo Gold Bears, houses its U.S. operation in Baltimore, Md., so there’s the obvious connection with Flacco and the Ravens. Not to mention, Flacco actually loves the Haribo gummies, especially the pineapple-flavored ones.
The sports sponsorship deal was a no-brainer for Flacco and his agent Joe Linta of Connecticut-based JL Sports. According to Rovell, Haribo is actually the eighth-largest candy company in the world, with revenues hovering around $3 billion.
“(Joe) didn’t do a deal with a clothing company or a law firm,” said Linta to Rovell. “He did it for a company that makes gummy bears. But that’s Joe. He likes the product.”
“We don’t do typical sponsorships,” added Christian Jegen, President of Haribo North America, to Rovell. “We’ll only do something with an athlete if we hear he really enjoys our products.”
Photo Credit: AP/Charlie Riedel
However, in the past, there have been several instances of athletes partnering with candy and gummy bear companies for sponsorship deals.
Flacco breaking the mold with a gummy bear sponsorship is unexpected but genius. This collaboration not only showcases his personality but also highlights the evolving landscape of athlete endorsements.
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