Tebow Press Event Means $2 Million in Free Exposure for Toyota
Toyota Motor Corp. (7203) may reap more than $2 million in media exposure from having its name and logo on the banner behind newly acquired New York Jets quarterback Tim Tebow, whose introductory press conference this afternoon was covered live by most of the local television stations.
Tebow, acquired from the Denver Broncos two days ago, spoke for 33 minutes at the team’s headquarters in Florham Park, New Jersey, during a press conference that drew more than 200 reporters.
“If you’re Toyota you’re very happy,” said Eric Wright, president and executive director Joyce Julius & Associates, an Ann Arbor, Michigan-based sponsorship evaluation company. “The final number could be well north of a couple of million when it’s done.”
Besides the local television stations, snippets of the press conference will be shown nationally by networks such as ESPN and CNN, Wright said.
Toyota spokeswoman Carly Schaffner declined to comment when reached by telephone.
Toyota, Asia’s largest automaker, counts Jets starting quarterback Mark Sanchez and Giants quarterback Eli Manning among its endorsers.
Toyota is a Jets’ sponsor. The Toyota Coaches Club includes a deck that’s located five yards behind the team’s bench.
Tebow, 24, took over as Denver’s starter last season with the Broncos at 1-4. They finished 8-8, including a six-game winning streak, and made the playoffs, where the Broncos beat the Pittsburgh Steelers on an 80-yard touchdown pass from Tebow to Demaryius Thomas on the first offensive play of overtime.
Jets executives have said Tebow will begin the season as the backup to Sanchez.
To contact the reporter on this story: Scott Soshnick in New York at email@example.com
To contact the editor responsible for this story: Michael Sillup at firstname.lastname@example.org