Patriots’ perfection will mean bigger paychecks

David Sweet • E-mail

Back in 1972, Larry Csonka, Jim Kiick and Paul Warfield helped turn the Miami Dolphins into a national brand by etching a perfect record. Aqua-colored jerseys sold briskly among kids, Random House quickly published a book about Csonka and Kiick — and once the World Football League arrived in 1974, its newly born teams tossed piles of cash at Dolphin stars.

There was money to be made back then, to be sure. But the New England Patriots are set to capitalize on their already-in-the-books 16-0 season and a possible 19-0 mark in ways that the No-Name Defense could only dream about.

Start with the players. This time last year, wide receiver Randy Moss was radioactive, as marketable as Pacman Jones. Only a few years removed from a national-TV fanny wipe on a Green Bay goalpost that shocked fans, Moss was a going nowhere on and off the field. Today? He quietly set a league record for touchdown receptions in a season (23) and should easily land endorsement offers worth hundreds of thousands of dollars if he departs Glendale, Ariz., with a Super Bowl ring.

Though not a record-setter like his teammate, wide receiver Wes Welker should also attract national interest.

"He combines good looks, a team-first attitude and a gritty playing style that has already endeared him to several local companies in the greater Boston area,” said Shawn McBride, vice president of Ketchum Sports Marketing. “Performing on the national postseason stage will amplify his opportunities.”

Quarterback Tom Brady, who already makes millions of dollars a year in endorsements, is poised to make a run at Peyton Manning as the king of NFL endorsers. He finished the regular season with an NFL-record 50 touchdown passes. His jersey sales in 2007 jumped more than 50 percent above 2006 levels — imagine what they would be if he leads New England to the best record in NFL history?

Team merchandise is also popular. According to Bloomberg, sales of Patriots gear at NFLShop.com more than doubled in 2007 compared to the previous year (which won't fully benefit the franchise, since the 32 teams share that revenue). But the Patriots know that 16-0 means nothing unless they win the Super Bowl, as the ‘72 Dolphins did. If they win in February, expect an onslaught of jerseys, jackets, snowman globes, socks and the rest that tout the NFL’s first 19-0 season — and they will be bought up as quickly in the Boston area as Red Sox gear after their World Series wins in 2004 and 2007.

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