Barkley vs. Jordan: Who's the Brand Champ?

Charles Barkley has many fans who all love him: the NBA, TNT, and especially, Taco Bell.

His self-deprecating portrayal as Sir Charles, his questionable rapping skills and genuine affability make him accessible to everyday consumers. The NBA Hall of Famer and NBA studio analyst for TNT is ‘spokesperson gold’ and has helped Taco Bell grow its brand quickly.

Certain celebrity endorsements have the Midas touch and Barkley is a sterling example, despite a checkered past including gambling issues and a DUI conviction. His over-the-top persona has made Barkley a magnet for brands — compared, say, with NBA legend (and Hanes spokesman) Michael Jordan.

“In Mr. Barkley," comments economics professor Patrick Rishe in a piece for Forbes.com, "we see the marketing genius of just being yourself...flaws and all.”

"The $2 Meal Deal, with three items for $2, is a game changer," says David Ovens, CMO, Taco Bell. "In the 1993 NBA Finals, Charles scored a triple double, so he knows about being an NBA game changer. His signature line 'terrible' was fertile ground for our creative team to play off of."

Turnkey Sports & Entertainment data cites that 22% of avid NBA fans identify Taco Bell as the league's official QSR (quick service restaurant), up from 3% in 2009.  Even among casual fans 15% recognize the fast-food chain as the official partner.

Barclay’s foray into advertising via humorous T-Mobile commercials with Dwyane Wade, and his earlier Taco Bell musings about the $5 "That's not so 'turrible'" combo meal paved the way for his current persona.

McDonald's was the previous official QSR league sponsor and the jump in just one year to such high Taco Bell identification speaks well for the brand and even better for Barkley.

Taco Bell says it’s fundamentally changing the QSR value paradigm with the launch of the all-new $2 Meal Deal. "While other QSRs tout dollar menus and combos priced at around $3, Taco Bell is breaking through the clutter and redefining value," says the official press release.

Another former NBA star, Michael Jordan (whose facial hair was critiqued by his old pal Barkley in June) continues to endorse brands, including a new spot for Hanes below, but his low-key demeanor makes him less of a big personality for a brand to hang its hat on. Let us know if you disagree with a comment below.