Richard Sherman’s infamous rant may have been over the top, and it has drawn intensely negative reactions, but it could lead to a cash windfall, his agent said.
Jamie Fritz told CNNMoney since his client flew off the handle in a postgame interview with Erin Andrews after his pass breakup helped the Seahawks clinch a berth in the Super Bowl, interest in Sherman has exploded, and experts agree it only enhances his marketability.
“We have some new players who have come to the table who are starting the conversation,” Fritz said.
Sherman’s current endorsements amount to about as much as his $550,000 NFL salary, but Fritz said he thinks millions in deals are coming — possibly even before the Super Bowl, against the Broncos, on Feb. 2 at MetLife Stadium.
Sherman lost a small fraction of his salary on Friday, when the NFL fined him $7,875 for taunting. After tipping the victory-clinching interception to teammate Malcolm Smith in the final minute of Seattle’s 23-17 victory over the 49ers, Sherman tapped 49ers receiver Michael Crabtree on the backside, then offered a handshake. Crabtree shoved him away instead, and Sherman then flashed a choke sign at Niners quarterback Colin Kaepernick.
Sherman’s 15-second interview with Andrews, in which he called Crabtree “a sorry receiver” and described himself as “the best corner in the game,” became an instant social media sensation and a favorite topic in sports talk radio, as some blasted Sherman and others defended him. It was the antithesis of the usual bland postgame interview.
Despite the backlash — mentions of Sherman on Twitter were filled with racist, hateful remarks — Fritz said the reaction of possible endorsers has been positive.
“I think that he’s more likable,” Fritz said. “People love this. The brand managers love this.”
Fritz isn’t alone in his view of Sherman’s future. Robert Tuchman, the president of Goviva, a sports and entertainment marketing company based in New York City, told The Post in a phone interview Sherman’s outburst will help with endorsements.
“As crazy as it might sound because agents will tell you anything to help their clients, I tend to agree with [Fritz],” Tuchman said. “The incredible thing is I think it will help his endorsement appeal. He’s obviously put himself into the national spotlight. He’s getting as much attention as the game itself. I think at the end of the day there is the opportunity to get some potential deals.”
Sherman has become marketable, Tuchman said, because of the positive aspects of his underdog story that have been revealed over the last several days. He was a straight-A student from the gang-infested streets of Compton, Calif., who attended leadership seminars and was second in his class, then made it to Stanford and eventually the NFL. He went from being the 24th cornerback drafted in 2011 to one of the most dominant defensive players in the sport.
The son of a garbage truck driver and a social worker, the blossoming 25-year-old star is active in community service, and has a charity, Blanket Coverage, that has raised approximately $100,000 for inner-city schools since it launched in April.
“It puts him on the radar of a lot of companies, especially companies that have an edge brand and want someone who can get them noticed,” Tuchman said.
Sherman had national ads that aired during the NFC Championship game — one for Beats By Dre headphones, the other a secondary role in a Nike spot that featured Kobe Bryant. He also has a regional ad campaign in the Pacific Northwest for Internet service provider CenturyLink, also the sponsor of the Seahawks’ stadium.
Fritz doesn’t think Sherman’s performance in the Super Bowl will factor into his future endorsements. The agent believes his client already has assured himself of millions.
“Win or lose, I don’t think it changes the landscape of opportunities for Richard Sherman this offseason,” he said.