This morning, as we at The Drive learned about Tom Brady’s new sponsorship agreement with Aston Martin, my thoughts turned to Peyton Manning. Somewhere in Tennessee, Manning was likely staring at his reflection, wearing that familiar disappointed expression. While it’s true that the older Manning brother has enjoyed a life most can only dream of, this latest news must be a tough pill to swallow. Peyton is primarily known for two things: underwhelming playoff performances and endorsing products ranging from pizza to insurance, and even automobiles like Buick. The fact that Tom Brady—Peyton’s fierce competitor—has teamed up with a prestigious brand like Aston Martin must feel like yet another blow, akin to a cold slice of Papa John’s slipping from one’s grip.
As a devoted fan of both Brady and Aston Martin, this collaboration seems almost surreal. Brady, a globally recognized sports figure, had the option to align with virtually any car manufacturer, yet he chose Aston Martin, likely forgoing substantial financial gains in the process. Just as he did throughout his lucrative contracts with the New England Patriots, where he accepted below-market deals to allow the team to recruit top talent, Brady seems to have made a similar choice here, likely accepting a discount to work with the British luxury brand.
Given Aston Martin’s independent status and financial constraints, it’s reasonable to assume that Brady once again prioritized working with a brand that resonates with him over cashing in on the highest bidder. Critics may have plenty to say about Brady, but even his harshest opponents cannot deny that, for him, building connections with the right individuals and brands has always taken precedence over monetary rewards.
That said, not all of Brady’s endorsements are without controversy. Much like his spotty Super Bowl history against the Giants, his advertising choices can be puzzling. Recently, he appeared in a commercial for Beautyrest Black mattresses, dressed in a turtleneck and blazer, as he pondered bedding like a refined art piece.
Then there’s his questionable connection with Ugg, the Australian slipper brand synonymous with Hollywood celebrities and their yoga classes. Many fans of the Denver Broncos, Baltimore Ravens, New York Jets, and Miami Dolphins would argue that nothing has delighted them more than seeing Brady adorning himself in fluffy boots while tenderly petting a dog.
However, the choice of unconventional partnerships is not new for Brady. After shifting from Nike to Under Armour in 2010, he opted for equity in the burgeoning sportswear brand instead of cash. At that time, Under Armour was merely a fraction of Nike’s size, yet it has since risen to become the second-largest sports brand in the U.S. His shares have since multiplied tenfold. In addition, he has formed a partnership with Tag Heuer, the prestigious Swiss watchmaker, a stark contrast to the more pedestrian sponsors often associated with athletes in his field.
And what about his longtime, discreet affiliation with Audi? Recall the incident in 2010 when he was driving an S8 and collided with a vehicle that ran a stop sign. He emerged unscathed, providing Audi with remarkable publicity. It’s evident that the “Greatest Living American” could have easily opted for a flashier partnership had he chosen to.
This leads one to wonder… why choose Aston Martin?
“The whole thing sort of happened organically; there was a bit of mutual affection and respect,” stated Laura Schwab, president of Aston Martin America. “The first thing he said to me when he saw the DB11 was, ‘God, is that car beautiful!’”
Marketing and communications officer Matthew Clarke noted that Brady first met chief designer Marek Reichman, sparking a conversation that fostered mutual admiration. “We shouldn’t speak for him, but I would say he truly wanted to do it. He could’ve chosen any automotive brand, yet he chose us, which signifies his genuine interest in Aston.”
“Tom occupies a unique position in the sports arena, and we believe we hold a likewise distinctive position in the automotive realm,” Schwab continued. “Every car is meticulously hand-built, receiving seven layers of paint, all hand-applied. We’ve never adhered to every convention in our 104-year history. His approach to life resonates with that same philosophy. It makes me ponder, who else could he have selected?”
As part of their collaboration, Brady will lead a new campaign entitled “Category Of One,” the specifics of which remain unclear but are expected to include a variety of commercials and videos. Additionally, Brady will promote the newly launched, quarter-million-dollar DB11 and will oversee the design of a limited-edition Vanquish S—only 12 will be made, a nod to his jersey number. Rumor has it that the exclusive model will feature a custom paint finish chosen by Brady himself, but it remains uncertain whether it will come with matching Uggs.
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