Before “Tebowing” became a word.
Before YouTube exploded over “All He Does is Win”.
Before the absurd NFL comebacks.
Before the SNL parodies.
Love him or hate him (I still don’t understand the latter), Tim Tebow is known for a lot of things. And widely known at that.
ESPN recently ran a series on College Football Brands, examining some of the top programs in college football from a marketing perspective.
The most intriguing was the one on the Florida Gators.
Of course the Gators are one of the top brands in college football, but still haven’t filled the void Tebow left when he departed for the NFL.
The reason: It’s impossible to fill that void.
Think about the history of college football. Never has a player even come close to having the brand power that Tebow had in college.
In fact, the closest I can think of is LSU’s Tyrann Mathieu, better known as the “Honey Badger.” And, now, Mathieu probably will be known more for getting booted of the team than his fearless attitude that earned him the moniker.
In an age where athletes consistently disappoint us the more we get to know them, Tebow has reversed the trend.
Sure, the over-saturation from the media can be too much at times, but we can hardly blame Tebow for receiving coverage. And, yet, no fleck of controversy has touched him.
Represented by CAA (for sports-related items) and William Morris Endeavor (for non-sports-related items), Tebow is an agents dream.
In fact, the only challenge to Tebow’s brand is to avoid the appearance that he seeks all this attention.
To this end, Tebow’s marketing strategy is an un-marketing strategy, which he carries out very well.
In the real world, you don’t see him on late night talk shows. In the virtual world, you don’t see him saying much on Twitter or Facebook (although he does have accounts and a website).
He strives to maintain that “every-man” image, and he does it well.
Yet, despite that, Tim Tebow was the most marketable college athlete of all time.