Winners and Losers in the Endorsement Bowl

Who cares what the final score is? The big question is: Which players will be going to Disneyland--and beyond, courtesy of sponsors who will incorporate Super Bowl stars into their advertising. Foote, Cone & Belding’s San Francisco-based sports marketing division has prepared a list of potential winners and losers in the endorsement arena. The list, created by FC&B; Vice President Bob Dorfman, includes:

WINNERS

* John Elway: Last year’s Super Bowl star won endorsement deals with DirecTV, Campbell Soup, Disneyland, Wheaties and the Got Milk campaign. With his well-known face returning for a second consecutive Super Bowl, Elway could add to his Super Bowl gold. Possible contract: an ad for Jeep, capitalizing on his famed, last-minute “drives” to the goal line. One caveat: Elway is considering retirement, and the sports marketing world doesn’t have a long memory for athletes, beyond the recently retired Michael Jordan.

* Terrell Davis: Last year’s Super Bowl standout ran through the Green Bay Packers’ defensive line and a blazing migraine headache. Though not as familiar as Detroit Lions back Barry Sanders or Dallas Cowboys star Emmitt Smith, Davis’ blend of power and finesse makes him a suitable match for Ford trucks, Black & Decker power tools or Energizer batteries. Possible contract: If headaches are again a problem, Advil, Tylenol and Nuprin should jump right in.

* Jamal Anderson: The Atlanta Falcons’ young, strong and talented running back is in an enviable position. He’s well-spoken, charismatic and has star power. Advertisers would do well to sign him now before he gets expensive. Possible contract: A Snickers candy bar “not going anywhere for a while?” ad that shows opposing teammates waiting for Anderson to finish an interminable Dirty Bird touchdown dance.

LOSERS

* Bill Romanowski: The Denver Broncos linebacker who became infamous when a Monday Night Football camera caught him spitting on the San Francisco 49ers’ J.J. Stokes. Aside from a Listerine commercial, Romanowski is too dangerous for major advertisers.

* Mike Lodish: He’s already appeared in five Super Bowls--and will continue to remain invisible to advertisers.

* Rod Smith, Chuck Smith, Ed Smith and Detron Smith: Smith Bros. cough drops aside, the last names are too confusing to consumers.

* Bubby Brister: Backing up John Elway doesn’t include standing in when the star quarterback can’t make a commercial shoot.

Compiled by Times staff writer Greg Johnson.