If ever there was a match made in heaven for athlete endorsements, this one would be it. Bengals WR Chad Johnson has signed on to become a spokesman for domain name registrar company GoDaddy.com. GoDaddy has been known for its risqué Super Bowl commercials (or at least their attempts to be risqué), and Johnson seems to be a great fit. The company sponsors college football on ESPN, and the first commercial is set to air September 29th.
GoDaddy signed only Johnson to the deal, and they don't have any marketing relationship with his team or league. As a result the sponsorship leaves a tad bit to be desired for. Says GoDaddy CEO Bob Parsons:
Because of our contract and the fact that we hired only Chad as our spokesman and not the football league he plays in or the team he plays for – I’m not allowed to mention either the league or the team. I can only say that the name of the football league is usually referred to by three letters that are not an abbreviation of the words “No Free Lunch” and that his team name sounds very close to the words “Since in natty bangles.”But either way Johnson is in many ways the perfect person to represent GoDaddy:
We are excited about working with Chad Johnson. He’s everything that is Go Daddy. He’s outspoken, edgy, at the top of his game and memorable.Go take a look at a rough-cut of the ad featuring Johnson. What's most surprising is that the product can only be described as tame. Where's the edge? There's no sense hiring Johnson to just talk on camera. It lacks the flamboyance that has made him famous. He's charismatic on the field with his celebrations, so why haven't they taken advantage of that? The partnership is good, but the product seems to be a waste.