The star image of Brett Favre

I just received today the newest issue of Sports Illustrated. On the cover is Brett Favre, quarterback of the NFL's Green Bay Packers who the magazine just awarded their "Sportsman of the Year." (article) As we have been discussing stars and celebrities in class, I decided to take a closer look at the star personality of Favre.

Favre is categorized as a star, rather than a celebrity, because he has a special talent for playing the game of football. His star image has grown and evolved over his years of playing football. Football is what our text calls the "primary circulation" of his star image. Favre gained exposure simply by playing the game. His "secondary circulation" are the interviews, photo shoots, autograph sessions, advertisements, etc., that increase his star image even more.

Favre's star image has been controlled and monitored by his agent and the league over his years of playing football, just like we talked about how the Beatles had a carefully constructed image. The NFL and other professional sports leagues are so much about business nowadays that it is important to positively promote themselves. The textbook talks about "bankability" and how the media industry sees stars as financial commodities. When he entered the league, Favre was marketed as a fresh, young quarterback and the future of the NFL. The league has been successful as he has contributed in selling countless tickets and jerseys over his 17 year career.

Today, Favre can be seen in a commercial for Wrangler Jeans where he is playing backyard football and getting a little dirty. Obviously, Wrangler chose him for a reason as did his agent accept the offer to sponsor the product. This is part of the mythos we talked about. Because of what Favre represents, a blue collar, hard working, all American type of guy, he is a perfect fit for Wrangler's ideals that represent the same thing. Also, Favre fits because of his status in the league as a veteran. The commercial gives the feeling of a nostalgic Sunday afternoon of touch football, which he could not have done as a rookie.

So Favre has a carefully constructed star image that has been defined by his talent, controlled by the media, monitored by his agent and has constantly changed over time and will continue to change as he retires from the game of football and moves into the entertainment culture.