“Brand” Hayne Set To Be As “Big As Hugh Jackman” In NFL Move

“Brand” Hayne Set To Be As “Big As Hugh Jackman” In NFL Move
SHARE
THIS



Former rugby league star Jarryd Hayne’s decision to ditch the NRL and chase an American Football contract looks set to pay back and handsomely as brands and fans clamour on board.

On the weekend, Hayne successfully secured a contract with the San Francisco 49ers in a deal that has been reported as being around $A2.3 million a year – including endorsements – over the next three years.

Hayne reportedly made about a $A1 million a season playing NRL from his contract with the Parramatta Eels, representative commitments and third-party deals.

Fairfax Media is this morning reported that Hayne’s “number 38” 49ers jersey is already the biggest selling shirt on the NFL’s online store. Most of Australia’s major newspapers put the Hayne/NFL story on their covers over the weekend and again this morning.

COQIOfVUAAAf1Rm

Jack Watts, the managing director of sports sponsorship firm Bastion EBA, told B&T there will now be significant brand interest in Hayne both here and very probably in the US.

“Given his status in America now the price tag will go up significantly and what a brand used to partner with Jarryd Hayne for will be significantly more now that he has global reach. His management will now be looking at endorsement deals both here and in America,” he said.

Watts cites Hayne’s deal with Telstra who not only covered his decision to chase an NFL contract but are also behind a rumoured documentary of his journey to the US.

“So there are already a lot of brands interested in him and now he’s on the roster and from the NFL’s perspective it’s going to be a boom for the sport here in Australia. The 49ers merchandise in Australia will increase by 1000 per cent or more.”

Watts, however, was less inclined to predict how much Hayne’s move might ultimately be worth to the former leaguie.

“It’s been reported he could earn as much as $US12 million but that depends on how he plays – is it all a fad? Will he be sitting on the bench for the whole season? That will determine how quickly people lose interest in him and how relevant he remains. But if he captures the imagination of the local American domestic market then the skies the limit because that’s where the real money is, those big US brands with lots of money to spend.”

Jill Stewart, the PR and marketing director of Inside Out PR and a specialist in sports marketing, says Hayne could become as huge in the US as the likes of Hugh Jackman and Chris Hemsworth.

Stewart told B&T that Hayne is an incredibly marketeable proposition both in Australia and the US.

“Who doesn’t love a successful Aussie export?  Especially coming from his humble beginnings, his journey from Minto (a working class suburb in Sydney) to Manhattan, will be passionately followed by fans in both countries,” Stewart said.

“It’s time for Jarryd to be strategic in the brands he does align with, and it’s all about his game performance from now. Selective partnerships as opposed to a splatter approach and building his profile in the US has the potential to land him some very lucrative deals.

“But he can’t forget his roots, he should maintain a presence and a relationship with fans here, whether that’s through social media, making himself available to media as well as physical visits back home, as Australians will want to be part of his success.”

The other thing here is could Hayne’s move considerably increase American Football’s reach and interest – a game played in our summer – in Australia?

“Hype’s exploded across the US and Australia for his switch of codes and countries. He’s all over the media here – he’s a favourite right now. This will create interest in the game here in Australia. We love our sport, and to have one of our own succeed in a game that’s not ‘home grown’ makes it even more appealing.

“Played right, the ball is definitely in Jarryd’s court,” Stewart said.

 

Latest News

THIS
  • Advertising
  • Marketing
  • Media

Meet Your Judges For The 2018 B&T Awards!

B&T is calling this year's awards judges probably the finest ever assembled. As a chamber choir, arguably less so.

by B&T Magazine

B&T Magazine
CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’
  • Media

CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’

CBS Studios International has announced an agreement with Working Dog Productions for the exclusive, worldwide format rights to comedy quiz show Have You Been Paying Attention? Now in its sixth season, HYBPA? is broadcast on the CBS-owned Network Ten in Australia, and is the number one quiz show and the third-highest-rated overall show on the […]

Delacon Appoints Kenshoo Sales Chief As Director Of Operations
  • Marketing
  • Technology

Delacon Appoints Kenshoo Sales Chief As Director Of Operations

Call analytics provider Delacon has appointed Ezri Lerba to the newly created position of director of operations to manage partnerships and business development. Lerba joins Delacon after more than eight years with marketing technology company Kenshoo where he most recently held the role of director of sales across Australia and New Zealand. As first boots […]

Abstract spherical technology network background.
  • Advertising
  • Marketing
  • Media
  • Opinion
  • Technology

Why Tech Is The Best Thing That Happened To Agencies

In this opinion piece, Schedugram CEO Hugh Stephens (pictured) tackles the complexity of agency business models. Agency models are high touch, human resource heavy and require the constant balancing and correcting of clients to account managers. With too many clients, staff will struggle under the workload (a big part of high agency attrition rates) or […]

Opinion

by B&T Magazine

B&T Magazine
Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids
  • Advertising
  • Campaigns
  • Media

Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids

This year Sanitarium Weet-Bix via The Mix Agency, Shopitize and The Kanga Group, is celebrating 90 years of Australian breakfasts. Sanitarium is celebrating by inviting Aussie kids (young and young-at-heart) to help them celebrate with the release of limited edition birthday packs and personalised Weet-Bix bowls. From Kalgoorlie to Kiama, Bowen to Broome and Darwin […]

Admation Agency Management Software Integrates With Mediaocean Finance Software
  • Media
  • Technology

Admation Agency Management Software Integrates With Mediaocean Finance Software

Automaton integrates finance software with admation – its agency management and workflow solution to enhance productivity for ad agencies. Automaton is always evolving admation, its agency project management and approval workflow software, to enable ad agencies to better manage their creative projects and resources. The business recently completed phase one of its integration with Mediaocean’s […]

Indie Agency KWP! Snares Tourism NT’s Creative Account
  • Advertising

Indie Agency KWP! Snares Tourism NT’s Creative Account

Tourism NT has appointed KWP! as its lead strategic and creative agency. The independent agency, with offices in Darwin and Adelaide, has won the two-year contract following a competitive pitch in September this year. As the lead agency, KWP! is required to formulate sound strategic insights based on ongoing analysis of market research, consumer insights and […]

by B&T Magazine

B&T Magazine
McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game
  • Campaigns

McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game

Most army recruitment ads tend to steer clear of the blindingly obvious of military life – you get a gun to shoot the enemy or you get shot yourself. More so, agencies aren’t overly keen on promoting recruitment ads that are heavy on the guns or violence, preferring lifestyle or technical aspects of military life. Not so McCann’s new action-packed spot for the US […]

by B&T Magazine

B&T Magazine
Are You Dragging The Wrong People Into Pointless Meetings?
  • Opinion

Are You Dragging The Wrong People Into Pointless Meetings?

Donna McGeorge (pictured below) is a speaker and  mentor who helps people make their work work. McGeorge is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In her latest guest post for B&T, McGeorge offers her tips on avoiding every workers’ hell- the pointless meeting… We all complain about having to attend too […]

Opinion

by B&T Magazine

B&T Magazine
Francis Leach Joins The New Daily As Sports Editor
  • Media

Francis Leach Joins The New Daily As Sports Editor

Famed sports reporter Francis Leach has joined online publisher The New Daily as sports editor. A prolific broadcaster, journalist and program host, Leach brings his encyclopedic knowledge of sport and no-holds-barred critical analysis to the role. “Let’s face it, sport these days is big business. I’m interested in connecting and contextualising sport with the big […]

AIME Appoints Eleven To Champion 2019 Vision
  • Advertising
  • Media

AIME Appoints Eleven To Champion 2019 Vision

Eleven has been appointed to manage all PR for the Asia Pacific Incentives Meetings & Event (AIME) 2019, the leading show for the business events industry. Selected by Talk2 Media & Events, Eleven will drive a global PR campaign, working with sister agency FleishmanHillard, to leverage international media networks across Asia Pacific, Europe, Middle East […]