One's endorsements capitalize on his chiseled good looks, the other's on his Everyman appeal.
While the merchandise Tom Brady touts is fastidiously selected and tends to involve fashion — from Under Armour and Movado watches to those now ubiquitous Ugg boots — Peyton Manning seems to have endorsed everything but the kitchen sink, often with affable, self-deprecating humor.
"Each of them has long ago chosen their marketing strategies very shrewdly," said Steve Connelly of the Boston ad agency Connelly Partners. "Manning uses marketing to enhance his likeability, whereas Brady does not. The Tom Brady brand is more aspirational and very influenced, I think, by his wife," model Gisele Bundchen.
The plethora of products Manning has endorsed, by contrast, run the gamut of MasterCard, Reebok, DirecTV, Gatorade, Oreos, Wheaties and Papa John's Pizza.
"Manning is a bit closer to Everyman; Brady is a little bit outside Everyman because of his looks and because of his relationship with his wife," agreed Chris Colbert, chairman of Holland-Mark, a Boston advertising and marketing firm, though he added, "Both are perceived as good guys."
Last year alone, Manning had the most endorsements of any football player — worth $12 million to Brady's $7 million — according to Forbes' list of the world's highest-paid athletes, on which both were featured in the Top 20.
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