The Heisman Boost

By Rick Horrow and Karla Swatek

December 14, 2012

Johnny Manziel is the first freshman winner of the Heisman Trophy, and because of his age, the Texas A&M star quarterback won’t be able to cash in for at least a couple years. However, that doesn’t mean his school won’t try capitalizing on the victory. Almost immediately after Manziel was awarded college football’s top individual honor, Texas A&M began putting together a national and local marketing campaign that includes a Times Square billboard and full-page ads in the New York Times and USA Today. The reason: having a Heisman Trophy winner can be very lucrative for schools, especially those that aren’t traditional college football powers.

Take for instance Baylor University, home of last year’s winner Robert Griffin III. Baylor estimates RG3’s win has been worth $250 million to the school over the last year in extra ticket sales, donations, licensing fees, and media rights. Additionally, plans to build a new $250 million football stadium were approved shortly after the awards ceremony. If Manziel can become the first two-time Heisman Winner since Ohio State’s Archie Griffin in the 1970s, Texas A&M can expect a windfall.

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