How Trevor Lawrence Will Become One of the Most Marketable Athletes

Last week, the presumptive first-overall pick Trevor Lawrence signed an endorsement deal with Gatorade. According to the company, it’s the first quarterback with a national deal since Cam Newton in 2012. 

“Signing with Gatorade was an easy choice,” Trevor Lawrence said in a statement. “I have deep ties to the brand, and I’ve used most of the products throughout my entire athletic journey. It’s important to me to surround myself with the best, and I believe that Gatorade is just that when it comes to sports science, hydration, and elevating my performance.”

Besides Trevor Lawrence, Gatorade has signed many other young up-and-coming athletes, including Zion Williamson, Fernando Tatis Jr., and Jayson Tatum. 

“We want to work with athletes who are leaders among their peers, committed to performance and authentic users of our products. Trevor is all of those things, and with his help, we hope to inspire and fuel the next generation of athletes,” said Jeff Kearney, head of sports marketing with Gatorade Global.

The junior out of Clemson is seen as a generational quarterback prospect and perhaps the next Andrew Luck or Peyton Manning. During his three-year career at Clemson, Trevor Lawrence led the Tigers to a national championship, was a Heisman runner-up, and won the Comeback Player of the Year award. The Jaguars are expected to select him with the No. 1 pick in the 2021 NFL Draft, which begins on Thursday, April 29.

Although he’s not an NFL player yet, the 21-year-old is becoming one of the most marketable football athletes in the game.

According to Bob Dorfman, a Baker Street Advertising creative director who specializes in rating endorsement potential, “Lawrence’s deal with Gatorade could be worth up to $2 million. Since Lawrence is already a household name, he could rake in $5-7 million in endorsement dollars his rookie season.” 

Marketing experts say the reason is that the quarterback holds excellent appeal to brands: not only is he seen as the next NFL superstar, but he also has a confident and engaging attitude.

“He has a proven track record, he isn’t shy, and isn’t afraid to take a stand on issues,” said Joe Favorito, sports marketing consultant and professor at Columbia University.

Last week, Sportico reported Trevor Lawrence is expected to sign an apparel deal with Adidas. If the deal goes through, he’ll be joining stars Patrick Mahomes and Aaron Rodgers, who have extensive ties with the athletic apparel company.

Besides brand endorsements and collaborations, digital media marketing is another way Trevor Lawrence seems to be thriving. He has the highest earning potential among draft prospects when it comes to social media, says the marketing firm Opendorse. He is expected to earn millions via social media alone, with the ability to garner $10,000 per tweet and $50,000 per Instagram post.

According to experts, there is only one thing that could hurt Trevor Lawrence’s vast potential with marketing in the future: winning.

“The downside of course is, he’s going to a place that is rebuilding but that’s nothing he can control and that’s nothing a brand can control,” said Joe Favorito. “It’s very rare that you will see an athlete be unbelievably successful for the long run if they don’t perform well on the field.”