The New England Patriots, led by great 41-year-old quarterback Tom Brady, won another Super Bowl, their sixth. If the past is any indication, over 100 million people watched the game on CBS. Millions more saw it on broadcasts outside the United States and more streamed it. The new attention for Brady is a tremendous boon for his six major sponsors.
1. Brady’s most visible sponsor in athletic apparel maker Under Armour Inc. (NYSE: UAA). The company runs second in sales of most products in the category with Nike, and sometimes Germany athletic gear maker Adidas. While Nike sponsors more athletes than Under Armour, the smaller company has spent tens of millions of dollars for relationships with stars like basketball great Steve Curry, who has won two NBA Most Valuable Player Awards and three NBA championships with the Golden State Warriors. Under Armour’s website has a picture on its front page today that reads “Congrats to Tom Brady on His Sixth Championship Ring.” Next to it is a promotion for his football cleats.
2. Also, British car manufacturer Aston Martin has hired Brady. The company only has five models. The base price of the models runs between $175,000 and almost $400,000. Astin Martin sells just over 5,000 cars a year.
3. Brady endorses casual shoe company Ugg. Management said it wanted to grow its appeal to men when it signed Brady. In the past, the demographics of Ugg buyer have skewed toward women. Brady won Ugg shoes in a photo shoot by GQ, which gave the brand a boost.
4. Brady endorses expensive watch brand TAG Heuer, which makes a limited edition Brady watch that sells for nearly $6,000. The company says that the Brady watches were co-designed by him. He is one of a large number of athletes who work with TAG Heuer. These include tennis player Petra Kvitova, surfer Kai Lenny and New York Rangers goalkeeper Henrik Lundqvist.
5. Running shoe retailer Foot Locker Inc. (NYSE: FL) is another that Brady works with. Among the promotions he has done for the company is a television commercial that made fun about the Deflatgate scandal. Deflategate is the name for an incident in which Brady was charged with asking Patriots staff to deflate balls for the American Football Conference Championship Game of 2015. The Patriots won, 45 to 7, over the Indianapolis Colts. Brady served a four-game suspension for the incident the next season
6. Finally, Brady sponsors his own products under the brand TB12. The 12 represents the number on the jersey he wears in Patriot games. Brady sells workout gear; hydration and supplements; prepackaged meals and snacks; apparel that includes shirts, hats and hoodies; the TB12 BrainHQ program, which is primarily a workout app that works on smartphones; gift cards’ and a biography called “The TB12 Method”
Brady makes less on endorsements than many other famous athletes. The figure has been put at $8 million. With his sixth Super Bowl championship, the number can certainly go up if he wants it to.