{"id":1876,"date":"2014-05-08T14:19:16","date_gmt":"2014-05-08T19:19:16","guid":{"rendered":"http:\/\/thesportjournal.org\/?p=1876"},"modified":"2020-06-02T11:24:59","modified_gmt":"2020-06-02T16:24:59","slug":"the-roethlisberger-effect-steelers-fans-and-the-marketing-of-a-regional-superhero","status":"publish","type":"post","link":"https:\/\/thesportjournal.org\/article\/the-roethlisberger-effect-steelers-fans-and-the-marketing-of-a-regional-superhero\/","title":{"rendered":"The Roethlisberger Effect: Steelers Fans and the Marketing of a Regional Superhero"},"content":{"rendered":"

Submitted by Joshua Shuart, Ph.D.<\/p>\n

ABSTRACT<\/p>\n

This paper bridges a theoretical gap between early celebrity endorsement and hero worship literature.\u00a0 Additionally, the model connects a successful, winning athlete with several established branding constructs.\u00a0 The Roethlisberger Effect takes early theory proposed over 35 years ago in \u201cThe Namath Effect\u201d and applies it with a modern touch.\u00a0 Given that the NFL is often referred to as a \u201ccopycat league\u201d \u2013 i.e. when something works, all other teams work quickly to replicate it \u2013 the impact that Roethlisberger has had upon other league and team management philosophies is rather profound.<\/p>\n

This paper is an updated version of a poster presentation I authored for the 7th<\/sup> Sport Marketing Association (SMA) Conference<\/em> (2009).<\/p>\n

<\/p>\n

INTRODUCTION<\/p>\n

Stephen Dubner\u2019s (2003) \u201cConfessions of a Hero-Worshipper\u201d, regarding his childhood hero (running back Franco Harris), merely touches the surface regarding the grand appeal of the Pittsburgh Steelers to their rabid fans.\u00a0 Dubner\u2019s memoir recalls a youth spent obsessing over, idolizing and dreaming about a professional athlete.\u00a0 While hero worship of celebrities is incredibly prevalent and common, especially among young adult males, the fervor with which Pittsburgh fans admire their athletes is not.<\/p>\n

In a seminal 1976 book, Martin Ralbovsky coined the term \u201cThe Namath Effect\u201d, elucidating the wide-ranging impact that Joe Namath had on the sports industry when he came to the NFL\u2019s New York Jets.\u00a0 Discussed are his impact on his team, the NFL and how it operated (scouting and drafting techniques), player salaries, and the world of endorsement.\u00a0 On the surface, there is nothing remotely similar about Joe Willie Namath and Ben Roethlisberger, ninth-year quarterback for the Pittsburgh Steelers.\u00a0 However, after taking over as a rookie starter early in the 2004 season, he compiled an NFL-best 13-0 regular season record.\u00a0 The result was incredible and unexpected: the Roethlisberger #7 quickly became the top-selling jersey in the NFL.\u00a0 Endorsement offers came in droves, although he and his agent Leigh Steinberg deflected most of them initially.\u00a0 A local business began selling a sandwich named \u201cThe Roethlisberger\u201d and it became such a sensation that fans traveled from suburbs of Pittsburgh, his old home state of Ohio, and crossed many other state lines.<\/p>\n

The dichotomy between Namath and Roethlisberger is not nearly as pronounced as would first seem.\u00a0 Namath was a brash, flashy, outspoken, cocky, goateed wildman with a golden arm.\u00a0 Roethlisberger is a relatively quiet, reserved, confident, conservatively groomed and highly effective quarterback.\u00a0 Beyond the physical differences, their impacts on the sport of football are nearly equal in importance.\u00a0 Namath signed a contract that at the time was considered obscene, yet it forever altered the market value of athletes.\u00a0 Modern day contracts and the curve on which they continue to grow exponentially can be traced back to that landmark $400k contract that Namath signed.\u00a0 Namath is also credited as being the first real anti-hero<\/em> to successfully endorse products (Burton, et al, 2001) and is thought to have tantamountly altered the way in which advertisers looked upon potential celebrity spokespersons.\u00a0\u00a0 He simultaneously galvanized 3 different communities, not to mention most of the nation.\u00a0\u00a0 The city of New York was enamored with Joe, quite obviously on the heels of a Super Bowl III victory \u2013 which Namath \u201cguaranteed\u201d in the media, something that is common practice on all levels today, but was considered risky and bold at the time.\u00a0\u00a0 Namath\u2019s old hometown (Beaver Falls, PA) continued its love affair with long after he left, as did his college (Alabama).<\/p>\n

Roethlisberger grew up in Ohio and played collegiately at Miami (Ohio).\u00a0 When he was drafted by Pittsburgh, it was a popular choice, a \u201clocal\u201d hero who was moving across state lines but not too far.\u00a0 Pittsburgh insiders say that Roethlisberger was actually their preferred quarterback, over the two (Eli Manning and Philip Rivers) drafted ahead of him.\u00a0 This was partially based on talent and potential.\u00a0 But it also had to do with a consensus among their scouts that he would be a perfect fit for the team and city.\u00a0 Ben\u2019s agent, Leigh Steinberg, was quoted as saying \u201cThere was a time before the draft that we thought that Ben might go to New York. But there are many ways, from a marketing perspective, that Pittsburgh is better for him. He has the upbringing, temperament and toughness of this blue-collar town and (Steelers head coach) Bill Cowher’s jutting chin juxtaposes with the way Ben is willing to throw his body into the pile.\u201d<\/p>\n

METHOD<\/p>\n

This paper explores material and a subject (Roethlisberger) that has not yet been studied in-depth in a scholarly manner. As such, this paper is predominantly theoretical and suggestive of further research streams.\u00a0 The main focus is to explore the profound impact that Ben Roethlisberger has had in four major areas: 1) the nature and evolution of NFL scouting [ex: teams now \u2018model\u2019 what the Steelers have done, in terms of seeking a better \u2018match-up\u2019 (ex: Kamins) between player-city], 2) impact of players on their home city and market itself, 3) endorsements, and 4) the belief that \u2018Winning absolves all sins\u2019; Roethlisberger is not the flashiest but he and the Steelers win consistently. Additionally, a thorough analysis of \u201cScientific Football\u201d was conducted, a study which actually rated Roethlisberger as one of the NFL\u2019s poorest QB decision-makers.\u00a0 The on-field results seem to seriously contradict the findings of this report, as he was able to win the 2006 Super Bowl (Joyner, 2006).<\/p>\n

\"Figure<\/a><\/p>\n

FINDINGS<\/p>\n

The Turnkey Team Brand Index (2007) further solidifies the theory that Roethlisberger and the Steelers are leading the way in terms of brand strength, both in and out of their home market.\u00a0 This study covered 47 states and included 12,000 fan respondents.\u00a0 Among further conclusions:<\/p>\n

    \n
  1. The Steelers ranked first among 122 team brands in the NFL, NBA, NHL and MLB in home-market strength<\/li>\n
  2. \u00a0“The Steelers are the model brand for a team.\u00a0 Down through their history, ownership, players, coaches, stadium and style match the hard-nosed work ethic of their city.\u201c \u2013Len Perna, President of Turnkey<\/li>\n
  3. Survey tested 36 attributes, such as “family-oriented” and “blue collar,” and asked fans how well the attributes represented teams.\u00a0 Included indexes of: team popularity, fan loyalty, assessments of owners & fan perceptions of teams and associated sponsors.<\/li>\n
  4. Steelers have consistently remained wildly popular \u2013 with loyal fans and stable ownership.\u00a0 The team reflects Pittsburgh’s sports-crazed population, which may be less transient than those elsewhere. “In other major cities, you have greater competition for the entertainment dollar. Pittsburgh and the Steelers have always gone together.\u201d \u2013David Carter (Survey, 2007)<\/li>\n<\/ol>\n

    Later, in August 2009, SportsBusiness Journal (SBJ)<\/em> published an article that revealed the following:<\/p>\n

      \n
    1. As of October 2009, the Steelers had sold out 283 straight home games.<\/li>\n
    2. Their study showed that the Steelers have the #2 and #3 best-selling jerseys in the NFL, and three individual players in the top-11 jersey sales.<\/li>\n
    3. The Steelers led all NFL teams in merchandise sales on NFLShop.com for the same period, according to SBJ\u2019s report.<\/li>\n<\/ol>\n

      \"Capture\"<\/a><\/p>\n

      CONCLUSION<\/p>\n

      Most importantly, Ben Roethlisberger has led the Pittsburgh Steelers to Super Bowl titles in both 2006 and again in 2009 (and led team to a third Super Bowl in 2011 vs. Green Bay).\u00a0 The facts don\u2019t lie, and a look at some of those key facts helps to make the case that he has had a major influence on how other teams now operate in the NFL.\u00a0 Some of the key supporting facts:<\/p>\n