Noncommital Free Agency Dance Great For LeBron's Q Score

by

comment

It might piss me, you, and every basketball fan on this planet off, but LeBron's song and dance is good for his awareness rating, and thus endorsement dollars according to one expert.

From AdAge, who talked with Darin David, an account director of the sports division of Omnicom Group.

Indeed, Mr. David notes, the greatest thing Mr. James can do for his value as an endorser is to remain noncommittal about where he's headed. The only active basketball players he trails in awareness — a key measure for national and global pitchmen — are Los Angeles Lakers megastar Kobe Bryant and Cleveland teammate Shaquille O'Neal, and having every sports section, talk-radio show and blog (not to mention ad trade) in the country opining breathlessly about his next move is bound to move those numbers.

Beyond that, it's also worth noting New York no longer dominates the ad accounts of the biggest-spending brands in sports. Of the top five spenders in 2009, according to IEG — PepsiCo, Coca-Cola, Nike, Anheuser-Busch and General Motors — exactly none counted a New York-based agency as its primary ad shop. And only one of the top 10 sports spenders uses a Big Apple shop — AT&T, which is at Omnicom's BBDO — as opposed to agencies in Illinois, California, Michigan and Oregon.

This has been your latest update in unimportant LeBron news.

Follow me on Twitter: @vincethepolack.

We welcome readers to submit letters regarding articles and content in Cleveland Scene. Letters should be a minimum of 150 words, refer to content that has appeared on Cleveland Scene, and must include the writer's full name, address, and phone number for verification purposes. No attachments will be considered. Writers of letters selected for publication will be notified via email. Letters may be edited and shortened for space.

Email us at [email protected].

Support Local Journalism.
Join the Cleveland Scene Press Club


Local journalism is information. Information is power. And we believe everyone deserves access to accurate independent coverage of their community and state. Our readers helped us continue this coverage in 2020, and we are so grateful for the support.


Help us keep this coverage going in 2021. Whether it's a one-time acknowledgement of this article or an ongoing membership pledge, your support goes to local-based reporting from our small but mighty team.


Join the Cleveland Scene Press Club for as little as $5 a month.