Peterson starting to cash in with endorsement deals
Peterson starting to cash in with endorsement deals

By Jenni Carlson

Published: April 12, 2007

No matter where Adrian Peterson lands on draft day, he's already won fans in one locale.

Corporate America.

Folks there have taken quite a shine to Oklahoma's stud tailback. Wednesday, he jetted to New York City for a whirlwind day promoting new exclusive wireless coverage with Sprint. A couple weeks back, he spent a day in Orlando for a photo shoot with Nike.

Those are big-boy, blue-chip companies that went after Peterson.

And he hadn't been drafted much less played a down in the NFL. If the likes of Sprint and Nike are going after him now, this is just the beginning.

"It's open,” Peterson said Wednesday via telephone from NYC, "so you never know.”

While riches await Peterson there, landing endorsement deals can kick players up a tax bracket or six. They bring not only money but also prestige and attention. They can turn sports stars into cultural icons.

Peterson's pitchman potential is high.

Take the Nike deal. The apparel giant can tap any athlete, and Peterson was one of only nine soon-to-be NFL players selected. Nike plans to use the photos in magazines and on a Big Apple billboard.

"It was exciting ... knowing that you're representing Nike,” Peterson said. "You're not at the house watching, seeing these guys run around with their Nike gear on.

"It's just dreams coming true.”

Consider this: Peterson said Hummer offered him an endorsement deal, but because of scheduling conflicts, he had to turn down the opportunity.

Hummer is one of the hottest auto brands going, and to athletes, car endorsements are a holy grail. Everyone wants one, but few get one. Peterson said thanks, but no thanks and sounded like he'd lost no sleep over it.

"It wasn't the best for my schedule,” he said.

Ho hum, Hummer.

Chances are, there will be plenty more opportunities for Peterson. Sprint, for example, could've gone with anyone to promote its exclusive wireless coverage of the NFL Draft and the NFL Network.

Peterson and Brady Quinn got the nod.

"The thing we love about Adrian is he's such a quality kid,” Sprint spokesman Dave Mellin said Wednesday after accompanying Peterson around New York. "He's the kind of kid that we want to have on board with us.

"This is something that I think is new to him, and he's handled it very well.”

Ironic, considering Peterson's last trip to New York for the 2004 Heisman Trophy ceremony. No doubt he belonged with Matt Leinart and Reggie Bush and Jason White, all of whom eventually won Heismans, but Peterson was not their equal behind a microphone or in front of a camera.

Shyness has been replaced by confidence. Peterson went willingly into the media storm Wednesday, doing Fox Sports Radio, ESPN Radio and Cold Pizza among others.

"Not only has he done well ... but he's just so nice,” Mellin said. "He says, ‘Yes, sir,' and ‘Thank you' and ‘Please,' and he's opening doors for me.”

He chuckled.

"It's great.”

Being easy to work with will only increase Peterson's appeal.

Remember, too, he has built his star in Oklahoma. Even though this is a college football hotbed, it is not a huge media market.

"Depending on where he goes,” Mellin said, "I think you will see his stock rise in terms of endorsement opportunities.”

More love from Corporate America?

This is only the beginning.