Brands looking create the next Michael Jordan-Nike sponsorship have a little help when looking at the possible contenders. Celebrity DBI measures celebrities, athletes included, based on eight key attributes, including the star's appeal, awareness and level of trust the public has in his or her words.
We've created a list of the 2011 winners from the NFL. When possible, if they were actually recognized in the other categories, we've included those scores as well.
All scores are based on a 100-point scale. Except for the awareness category, which counts as a percentage.
#10 Donovan McNabb
Received 58.14 points
57.77% of respondents recognized his name
The Minnesota Vikings quarterback is in his 13th NFL season and playing for his third team. Off the field, he graduated in 2002 from Syracuse with a communications degree.
The overall score is a weighted average, using awareness and the other scores received for the seven other attributes
In addition, he received 64 points for the trust he inspires in people. Pittsburgh Steelers' strong safety also won about 78 points for his appeal factor.
Polamalu is in his ninth pro-football season. At 30 years old, he weighs in at 207 pounds and 5'10".
The overall score is a weighted average, using awareness and the other scores received for the seven other attributes
He began with the team in 2003 after weighing other options from the Miami Dolphins, Denver Broncos, Arizona Cardinals, and Detroit Lions.
The overall score is a weighted average, using awareness and the other scores received for the seven other attributes
#7 Drew Brees
Wikipedia Commons
Received 63.23 points
57.83% of people polled recognized his name
Brees was the highest rated aspirational player, receiving 72 points. As a trendsetter, he received about 69 points.
The 2009 Super Bowl MVP quarterback has been with the New Orleans' Saints for about four years. In 2003, he and his wife Brittany, started the Brees Dream Foundation, which has funneled money into cancer research and rebuilding parks in New Orleans.
The overall score is a weighted average, using awareness and the other scores received for the seven other attributes
The overall score is a weighted average, using awareness and the other scores received for the seven other attributes
#1 Peyton Manning
Received 78.48 points
83.94% of those polled recognized his name.
As an aspirational player, the elder Manning received about 70 points. He also received about 73 points for the power he holds as a celebrity endorser.
Eli Manning's older brother was the first overall pick in the 1998 when he joined Indianapolis Colts. The quarterback has made 11 Pro Bowl appearances.
The overall score is a weighted average, using awareness and the other scores received for the seven other attributes
Now that they've got the money from endorsement deals...
