By Suzanne Elsworth,
Everton’s golden boy Wayne Rooney has a fantastic future on the football pitch ahead of him – and his name and face could soon bring him riches beyond his wildest dreams. The image rights clause in his £15,000-a-week contract with the Premiership club means he makes money on any sponsorship, merchandising and endorsement which uses his likeness in words or pictures.
It is understood that he is currently discussing a clothing range which would carry his name, as well as a possible boot deal with sportswear giant Adidas. Add this to the T-shirts, mugs, mouse mats, key rings, car stickers, videos and books which will eventually bear his face, name and examples of his considerable talent – as well as any private sponsorship deals he sets up – and his endorsement earnings will far exceed those he gets for playing football.
It has been rumoured the 17-year-old striker is already on his way to his first million thanks to the popularity of replica kits with his name and number across the back. Reports say he earns £3 from every shirt sold and that more than 250,000 have already been bought by his fans, but this has not been confirmed by either his agent or his club. A spokesman for Everton said they understand the shirts are Everton’s, not a Rooney product.
Image rights deals are still fairly rare, even in a climate where the top footballers are as likely to make the news for their actions off the pitch as their ability on it.
Chief executive of Wilmslow-based Proactive Sports Management, Paul Stretford, who negotiated Rooney’s contract, would not comment on specific details of the young Everton superstar’s deal, but said: “I can confirm that Wayne Rooney is one of the elite band of players whose image rights are of such importance that they are able to negotiate a special contract. “Wayne Rooney as a proposition is unique. That is why he is not only a footballer, but also newsworthy.” This is the first time an Everton player has had such a contract. The club has paid Rooney a fixed sum, believed to be tens of thousands of pounds, for permission to use his image on their merchandise. Now it needs to get that money back. Andy Hosie, marketing director, said: “We are planning an area in our Megastore devoted to Wayne for a range of dedicated products. “We have to make money out of this for Everton because we have paid him a sum of money for his rights. However, we don’t want to do too much and over-expose him.”
Image rights are still relatively new in the UK and so far celebrities have tended to only trademark their names or certain characteristics. Previous trademarking has included Eric Cantona, who laid claim to the phrase “Ooh ahh Cantona”, Paul Gascoigne and his nickname Gazza, and Damon Hill with the image of his eyes behind his Formula One helmet’s visor.
Dr Geoff Pearson, who lectures in football and law at the University of Liverpool, said: “English law is lagging behind the likes of the US and Far East which have publicity rights. The courts here are reluctant to introduce them. “Players that are involved in commercial deals will start to trademark their images and will have rights to prevent others passing them off. “Those players who don’t make money from their images will not be making any loss by others using them.”
James Dow, of financial experts Dow Schofield Watts, added: “Rooney will appeal to a male audience. He’s a very quiet lad who doesn’t really do anything apart from play football.
“He’s very much a blokes’ bloke from the wrong end of town. “It’s a Cinderella-type story which will appeal to those people who will also come from the wrong end of town.”
Beckham and Owen out in front in sporting endorsement league
Clean-cut Michael Owen has done deals with Umbro, Tissot watches and Jaguar cars, as well as boosting his healthy image with endorsements for Sporties cereal and Lucozade energy drink.
David Beckham, right, as his computer image, is the undisputed king of endorsement, no doubt helped by his equally famous wife. He has his own range of children’s clothing at Marks and Spencer, as well as being linked to Police sunglasses, Adidas and Rage computer games. And it’s not all over when you quit the Premiership.
Gary Lineker is famed for his adverts for Walkers crisps which have attracted appearances from big names, including Michael Owen. Vinnie Jones, soccer’s notorious hardman, is currently appearing in TV ads for Bacardi rum and David Ginola’s flowing locks landed him a deal with L’Oreal. Eric Cantona hosted a fantasy soccer challenge in a cage for a striking Nike television ad.
Arsenal’s Thierry Henry currently endorses the Renault Clio, while former Liverpool and England striker Kevin Keegan – and boxer Henry Cooper – were associated with Brut products in their hey-day. Gareth Southgate, Stewart Pearce and Chris Waddle, who all famously missed penalties for England, appeared together in Pizza Hut ads.
Source: www.icliverpool.icnetwork.co.uk
