Newspaper article The Evening Standard (London, England)

Why Jose's Image of Success Is Paying off Handsomely; with His Name Now Registered as a Trademark, Boss Jose Mourinho Knows How to Fully Exploit His Growing Commercial Value

Newspaper article The Evening Standard (London, England)

Why Jose's Image of Success Is Paying off Handsomely; with His Name Now Registered as a Trademark, Boss Jose Mourinho Knows How to Fully Exploit His Growing Commercial Value

Article excerpt

Byline: LEO SPALL

NOT CONTENT with simply being special, Jose Mourinho is relaunching himself as a supermanager. After registering his name as a trademark the Portuguese could become omnipresent over the next nine months as his commercial star rises towards the World Cup finals.

In protecting his name as a brand, the Chelsea head coach has followed in the footsteps of other managers such as Sir Alex Ferguson, Sven-Goran Eriksson and Terry Venables. But his success as a marketing phenomenon is set to surpass them all.

Good looking, talented and not the least bit frightened of publicity, Mourinho appears to be as keenly aware of his commercial value as David Beckham.

He already has endorsement deals with three multinational companies in adidas, Samsung and American Express and has appeared in people's living rooms this season as much through two television adverts as his postmatch comments.

His image is being built as the savvy, smartly-dressed, superhero manager and he is willing to put his name to a couple more major deals before next summer.

"This might just be the tip of the iceberg for Mourinho," said Robin Clarke of BLM Sports Marketing.

"He is an ambassador for adidas and we have not seen too much from them, but this is the start of the build-up to the World Cup finals and they will not be the only company keen to have him."

Mourinho's consumer appeal reaches across a range of ages and social groups as well as making an impact on both sexes.

The fact he has been so successful so quickly at Chelsea has no doubt accelerated his fame, but the club spotted the potential when he signed from Porto last year.

Even before the improved [pounds sterling]5.2million-a-year deal agreed in May, they had demanded a share of his image rights and it is looking like smart business.

Mourinho's endorsements with television appearances are estimated to be worth around [pounds sterling]250,000 each and by the time he has agreed to put his name to two more blue- chip companies' products, his marketing earnings should comfortably pass [pounds sterling]1m.

Usually, it is only players' image rights that clubs are interested in and half the England team have registered their names as trademarks, some of them their signatures and nicknames too. …

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