Byline: Andrew Eder
Feb. 4--When Sister Maris Stella was approached by the marketing staff at St. Mary's Health System in 1999 about doing a television commercial, she was apprehensive.
She had no idea what the content of the ad would be, only that it would feature her with a star quarterback who had recently graduated from the University of Tennessee. A Vanderbilt fan from Nashville, Stella hadn't watched this quarterback during his college career.
In spite of her misgivings, the soft-spoken nun agreed to do the spot to help out St. Mary's. And in spite of her natural shyness, Stella bonded with the young quarterback.
'I remember that he was rather shy himself, you know?' Stella, 75, said by phone from Mercy Convent, her retirement home in Nashville. 'And very professional. The lady had to do his makeup and that made him a little self-conscious.
'I remember, though, how kind he was. Some of the associates might reach out and ask for his autograph, and he would right away go over and sign for them.'
The quarterback, of course, was Peyton Manning. The commercial, which featured Stella out-quarterbacking Manning, was the first in a series of spots that won a national award and captured the public imagination in East Tennessee.
Since then, Manning, 30, has come a long way -- it's tough to watch television without seeing him pitch everything from sports drinks to credit cards. As his Indianapolis Colts face the Chicago Bears in the Super Bowl today, Manning's position has been cemented as one of the most marketable athletes in professional sports.
His role as a pitchman originated with St. Mary's and First Tennessee Bank, but his East Tennessee business ties don't end there.
Manning has a hand in two Knoxville projects as an investor. Manning-related gear is the backbone of numerous sports memorabilia stores in the area. And his association with his alma mater is pretty good for business at UT.
On the field, Manning is known for his exhaustive preparation, his work ethic and his quick thinking.
As a businessman, those who have worked with him say Manning shows the same qualities that have made him a two-time NFL Most Valuable Player.
Manning's 'financial quarterback' is John Palguta, senior vice president of team sports with MAI Wealth Advisors in Cleveland, Ohio. Palguta represents two other quarterbacks in the Manning family -- father Archie, who played 13 seasons in the NFL, and brother Eli, the current New York Giants quarterback.
Palguta and his team of five handle Manning's day-to-day business affairs, including administering his PeyBack Foundation, which provides opportunities to disadvantaged youths, and his personal service corporation, PeyDirt Inc., to which Manning's endorsement income is paid.
Palguta's roster of clients includes Knoxville native and New York Jets quarterback Chad Pennington, NFL superstars LaDainian Tomlinson and Drew Brees, and New York Yankees shortstop Derek Jeter.
Even in that elite company, Palguta said, Manning stands out.
'Peyton is unique in the fact that as attentive as he is on the field, he's equally attentive off the field,' he said. 'During the course of our business meetings, which we conduct routinely during the year, he will take copious notes. And when we begin the next meeting, he will make sure we followed through on the points we discussed in our earlier meeting.'
Is such attention to detail rare among athletes?
'It's common among the quarterbacks,' Palguta said, 'but Peyton is at the top of the class.'
Will Bartholomew, owner and CEO of Franklin-based D1 Sports Training, can vouch for Manning's attention to detail. Manning is a co-owner of three of the former UT fullback's training centers, including a location in West Knoxville.
The two hooked up in 2004, when both were visiting UT and working out in the weight room. Johnny Long, UT's strength and conditioning coach, told Manning about the athletic training facility for junior high and high school athletes that Bartholomew was planning to open.
Manning approached Bartholomew to express his interest in the project. Manning and his family hold the annual Manning Passing Academy in Louisiana, but he wanted to do something to give young athletes year-round training, Bartholomew said.
And so, a partnership was born. Manning is co-owner of D1 locations in Nashville and Knoxville, and another training center opening in Chattanooga in the spring.
'He wants to know every little detail about the business,' Bartholomew said. 'He's just very meticulous, really like the way he plays the game. He's like that in business as well.'
The head athletic director at the Knoxville facility is Jason Elkin, who was Manning's strength coach at UT. Bartholomew said Manning makes visits in the offseason to the training center, where he'll work out next to teenagers.
'He doesn't make management decisions, but he cares about what's going on,' Bartholomew said. 'He cares about the quality of everything.'
The other local project in which Peyton has a hand is the Four Points by Sheraton Cumberland House, a hotel in Fort Sanders that opened in October 2005.
Memphis developer Gary Prosterman connected with Manning on the project through a mutual friend.
'A lot of his motivations to get involved were the same motivations I had -- to do something on or near campus in terms of upgrading hospitality,' said Prosterman, a UT alumnus.
The hotel provides training opportunities for UT students in the Retail, Hospitality, and Tourism Management department. Prosterman said Manning is one of several investors in the hotel, but he draws the most attention in Knoxville.
'For him, it's an investment that has roots in a place he really loves,' Prosterman said.
Even after graduating from UT, Manning has remained one of the most popular athletes in East Tennessee. Part of that enduring popularity is because of the attention Manning still gives to the area.
'He's still very integrated into our institution,' said UT Athletic Director Mike Hamilton.
Hamilton said Manning stays in contact with the football coaches, spends time with student athletes in the offseason and even makes personal visits to solicit donors for gifts for the university. Manning himself has been a major donor to UT, including a $1 million gift to the athletic program last summer.
Hamilton said Manning's career at UT coincided with a rise in the university's national profile.
'When he was here, it was during a very successful time in our football history,' Hamilton said. 'That translated into national attention. As a result, people still tie him very closely to UT.'
Manning also has had an influence on sales of UT merchandise. Hamilton said the university doesn't break out licensing dollars by particular merchandise, but Manning likely had a 'substantial' impact.
'Tennessee is fortunate to have a great fan base that likes to wear orange,' Hamilton said. 'During his time, we sold a lot of number 16 jerseys. There's no hard and fast numbers, but I'm sure it was significant, just as Colts number 18 jerseys are a hot item right now.'
To see the popularity of Manning-related gear, just walk into any sports memorabilia store in the area.
Eddie Barkley, owner of the shop Sports Treasures in Fountain City, said that he sells as much Manning merchandise as he does UT merchandise as a whole. He estimates that Manning items make up about 10 percent of his business.
'I sell just tons of his football cards, a couple hundred a week,' Barkley said.
He said the price of Manning memorabilia has risen since Christmas, coinciding with the Colts reaching the Super Bowl. A signed Manning Colts jersey hung near the front of his store earlier this week, retailing for $550.
It's no secret who Barkley will be rooting for in the big game.
'I believe that if the Colts win the Super Bowl,' he said, 'I'll sell as much Super Bowl merchandise as I did when Tennessee won the National Championship in '98.'
In a recent survey, Manning was named the NFL's most marketable player by Sports Business Daily. He has endorsement deals with big names like MasterCard, Gatorade and Reebok, among others. Sports Illustrated magazine pegged his 2005 endorsement earnings at $11.5 million.
Before he became a brand name, Peyton started his career as a spokesman for a couple of local companies.
First Tennessee Bank signed Manning up following his graduation from UT in 1998. During their three-year relationship, Manning did television, radio and print commercials for First Tennessee, as well as promotional appearances.
Jennifer Holder, vice president and marketing manager for First Tennessee, said the success with Manning encouraged the bank to sign other sports figures to endorsement deals.
'The relationship really sort of helped us get more into the sports marketing arena,' she said. 'Had it not gone so well with Peyton, we might not have been doing what we're doing today.'
Manning's affiliation with St. Mary's continues to this day. In June, he'll return to Knoxville to shoot a new commercial and hold his annual charity golf tournament for the health system.
Jerry Askew, St. Mary's senior vice president for mission and communication, said Manning earns no income from St. Mary's -- in lieu of endorsement pay; St. Mary's makes a contribution to Manning's foundation.
The relationship with Manning has helped give St. Mary's name recognition in a crowded market, Askew said.
'If you look at the fact that we exist in a very highly competitive health care market in Knoxville, anything that allows us to stand out benefits us,' he said. 'And we believe that our affiliation with Peyton provides us the opportunity to stand out.'
The St. Mary's television commercials stood out for many local viewers. They were the brainchild of Scott Colthorp, whose company, Atmosphere Pictures, was formed in Knoxville but is now located in Brooklyn, N.Y.
Colthorp, who first met Manning while the quarterback was still at UT, said he has progressed as a pitchman through the years.
'I think his speaking skills improve; he becomes a little more articulate every year,' Colthorp said. 'He likes to have fun now, more than before.'
Colthorp said that when he first met Manning, he wouldn't have guessed that Manning would become such a ubiquitous spokesman. But the quarterback's professionalism compares favorably to any actor with whom Colthorp has worked.
'He's a really good study,' Colthorp said. 'He memorizes scripts faster than anybody I've worked with, including professional talent.'
Colthorp, like everyone else interviewed for this story who has met Manning, praised him for his kindness and sincerity. Everyone offered some variation on Manning being 'the real deal,' and everyone said they'd be rooting for the Colts in today's Super Bowl.
As for Sister Maris Stella, she'll be watching the big game with the sisters at Mercy Convent, butterflies in her stomach and hands clasped together.
'I'll be praying,' she said. 'I'm not one to stick with the game, but I think I will on Sunday.'
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