In January 2012, Tim Tebow was the darling of the marketing world — he was marketing gold. Then quarterback of the Denver Broncos, Tebow had led the team to several come-from-behind wins and threw an 80-yard touchdown pass on the first play of an overtime game to beat the Pittsburgh Steelers in a first-round playoff game. The game drew a stunning 49% more viewers than the year-earlier match-up.
Ad Age reported at the time, “The game on CBS averaged a 25.9 household rating/43 share, according to Nielsen, the highest-rated first-round NFL playoff game in 24 years.”
They said that Tebow ranked among the top 85 celebrities in the world in the Trendsetter attribute, “on par with George Clooney, Rihanna, and Justin Timberlake.” According to Ad Age, “In terms of influence, Mr. Tebow is now in the top 40 of 3,000 celebs in the DBI, on par Tom Hanks, Lady Gaga, Taylor Swift, Jennifer Aniston and Steven Spielberg.”
Darin David, account director at The Marketing Arm, Dallas, said that Tebow was then likely at the $10 million a year level in marketing potential. “As a marketer, you want somebody like that.”
Now you’d think that any team with half a brain, or even a modicum of greed, would have seen the potential — a decade of Tebwomania with the accompanying marketing bonanza. Jerseys, posters, shoes, ticket sales, TV viewers — dollar signs. They would have immediately put a team of the best coaches, trainers, and former quarterbacks on Team Tebow to do whatever it takes to transform his Heisman Trophy college skills into NFL-worthy abilities. But the media had to have its say.