For my Sport Sponsorship and Promotion class, I created a deck for a make-believe marketing agency as if we were presenting to Gordie Howe in 2020 (his 1953-54 statistics translated to this past season). I projected his potential endorsement earnings and identified five sponsors that are a good fit for Gordie Howe for several reasons, including his background, style of play, and personal qualities.

2. “Driven. Determined. Dedicated.”
PM
A

3. “You’ve got to love
what you’re doing. If
you love it, you can
overcome any
handicap, or the
soreness, or all the
aches and pains and
continue to play for a
long, long time.”

4. ü Born in Saskatchewan, Canada
ü Worked construction with his father
during the summers growing up
ü Encouraged to do chin-ups regularly to
combat calcium deficiency
ü Became property of the Detroit Red
Wings in 1944
ü Made his NHL debut on October 16, 1946
ü “Gordie Howe Hat Trick” was coined in
1953 and 1954
ü Established himself as a pure goal-scorer,
crafty playmaker, and above all else…
tough

5. 2018-19: A DEFINING SEASON
Games Played 70 T-2nd
Goals 33 2nd
Assists 48 1st
Points 81 1st
Penalty Minutes 109 T-5th
Power Play Goals 15 3rd
Game-Winning Goals 8 1st
*Actual Season: 1953-54

6. ü 4th Art Ross Trophy
ü 7th All-Star Game
ü 4th First All-Star Team Selection
ü 3rd Stanley Cup Championship
*Actual Season: 1953-54

9. Potential Endorsement Earnings =
$6.5 Million
Sidney Crosby $10 million $4 million $14 million
Alex Ovechkin $10 million $4.5 million $14.5 million
Auston Matthews $15.9 million $2.3 million $18.2 million
Gordie Howe N/A $6.5 million $6.5+ million
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#9 Tool Set

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q GIVE ME STRENGTH

16. EACH OF THE FIVE SPONSORS
EMBODY SEVERAL QUALITIES
PERTAINING TO GORDIE HOWE’S
IMAGE AND LEGACY. DEVELOPING
HOWE’S BRAND IMAGE BY
PARTNERING WITH THESE SPONSORS
WILL BRING IN AN ADDITIONAL $6.5
MILLION IN SPONSORSHIP REVENUE
OFF THE ICE. THE AWARENESS AND
IMPRESSIONS THAT COME FROM
HOWE’S ENDORSEMENTS WILL
FURTHER GROW HIS BRAND EQUITY.
x

17. From all of us at PMA, we thank you!