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safferinamerica MICHAEL GOLDMAN (@michaelmgoldman)
is an Assistant Professor at the University of
South African academic Michael Goldman gives San Francisco in the USA and Adjunct Faculty
a marketing perspective from the US. at the University of Pretoria’s Gordon Institute
of Business Science (GIBS) in Johannesburg.

Doing the right thing
is putting more icing

on Curry’s cake

A high-profile US athlete is building his brand value and earning power
with a novel approach – doing the right thing.

A S THE NEXT NATIONAL is gaining wide appeal. As broadcaster is backing public sentiment towards
Basketball Association season ESPN’s Jalen Rose argued: “The best healthier options. This is contrary to
gets underway in the US in player in the league usually is also research published in the Journal of
late October, the Golden State Warriors physically opposing: [tall], scowl on Pedriatrics in 2013, which showed that
player, Stephen Curry, will be hoping to his face, menacing … just a cut-throat 80% of the food endorsed by athletes was
win his third consecutive Most Valuable nature. Steph allows us into his living “energy dense and nutrient poor”, while
Player (MVP) award, fuelling debate room. We see him on a national stage 93% of beverages endorsed derived all
about both his on-court and off-court be a son, a dad, a husband, a father, their calories from added sugar.
brand value.
? Curry has used the endorsement to
The 28-year old’s four-year US$44- He is the league’s advocate: “Water is my drink. I like that
million contract extension expires at most appealing star Brita makes tap water taste good, so that
the end of the next season and, despite you don’t need to spend money or waste
his high-profile status, Curry’s US$12- a brother”. One of the most interesting plastic with bottled water.”
million salary for the 2016-17 season endorsement deals is between Curry
is expected to be outside the top 50 and Brita, the market leader in pour- Stephen Curry’s endorsement portfolio
salaries in the entire NBA. This strange through filtered water cartridges. has been carefully selected to align to
situation is explained in part by injury his personal brand and that of his wife
problems prior to the signing of his PROMOTING HEALTH and daughters, including two-year old
current contract, which has led many I recently hosted Tad Kittredge, the Riley who has even developed her own
to suggest that he will be able to Director of Marketing for Brita in the US, in following. The story of how Nike lost Curry
negotiate a substantially higher my university sponsorship class. Kittredge to opposition sports brand Under Armour,
salary from 2017 onwards. shared how Curry had chosen Brita, not including mispronouncing his name and
the other way around. Curry’s interest was not positioning him as a distinct brand,
Certainly, another good season and in promoting the health benefits of water, indicates that he is looking for longer-term
MVP award wouldn’t hurt. His off- not in signing yet another deal to add to partnerships that he can really believe in.
court brand is likely to help too. Sports his estimated US$12-million endorsement
research company Repucom recently income per year. A while back, Curry expressed
found that Curry was considered by satisfaction with his US$12-million annual
fans as the most appealing, aspirational While most athletes endorse high-sugar salary, suggesting that this was ample to
and influential star in the NBA. options such as Coke or Pepsi, Curry provide for his family, He even described
anything more as “icing on the cake”.
His authenticity and family-focused, Another great season on and off the
wholesome reputation is contributing court will likely see much more icing
to a distinct brand positioning which on the Curry cake!

46 strategicmarketing August–September 2016