By Barry Janoff
January 26, 2015: Richard Sherman already planned to have a presence in Phoenix with the Seattle Seahawks during the week leading up to Super Bowl XLIX.
Now, via a new deal with T-Mobile, that presence is being intensified. And he made his entrance by bus.
Sherman has signed a pact with the telecommunications company to appear in multi-media marketing, beginning with activations in and around the Super Bowl in the University of Phoenix Stadium in Glendale on Feb. 1.
According to T-Mobile, the partnership began with "a very recent Twitter exchange between" Sherman and John Legere, president and CEO for T-Mobile US.
The unifying theme of the Sherman campaign is to "shake up the status quo" and "disrupt the game."
Although that doesn't literally mean disrupting the Super Bowl itself, T-Mobile said it would have a unique presence via three T-Mobile shuttle buses wrapped with Sherman's image, which will offer free rides between key locations.
T-Mobile, also based out of Seattle, said it would then support the alliance with print, digital, social media and outdoor.
A T-Mobile Data Stash Dash taking place this week, with clues being offered on Twitter to find goodies stashed away in Seattle (Jan. 28) and Glendale (Jan. 31), is offering prizes including Super Bowl tickets and hotel accommodations. (Full details here).
The push supports T-Mobile's current "Data Stash" effort.
Separately, T-Mobile unveiled a "Data Stash" commerical with Kim Kardashian. (See it here.)
Financial terms of the pact with Sherman, which runs through the 2015 NFL season, were not shared.
“Richard and I share the same philosophy – compete aggressively, shake up the status quo and most importantly, give it everything you’ve got . . . every time,” Legere said in a statement. “With that kind of alignment, this partnership just flat-out makes sense.”
Sherman also has deals with Oberto beef jerky, FanDuel and Neff sunglasses and headwear.
According to Sherman, “I like T-Mobile’s style. They tell it like it is and disrupt the game. That sounds familiar.”
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