Jersey numbers come with comfort, connection and clout

TAMPA – The way Bucs general manager Jason Licht explains it, Tom Brady never formally asked for the No. 12 that he had worn his entire career in New England when he joined the Bucs.

“He said, well, I’m paraphrasing here, but he said, ‘I can wear 7, 8, 9, 10, 11, it’s not going to stop me from throwing touchdowns, or make me throw less touchdowns,’” Licht said on the Rich Eisen Show this week.

But there was little doubt that Brady would wear his No. 12 in Tampa Bay, and as the story goes, wide receiver Chris Godwin gladly handed off the only number he has worn since high school to Brady out of respect for the future Hall of Famer.

In a two-decade NFL career that has been as successful as any quarterback to play the game, Brady’s image and his No. 12 have become intertwined. Brady wore that number in high school, then sported No. 10 in college at Michigan. When he was drafted by the Patriots, punter Lee Johnson had No. 10, so the equipment manager gave Brady No. 12.

To say it stuck is definitely an understatement. His success on the field, leading the Patriots to six Super Bowl titles, made him the most popular player in the game.

Every athlete is his or her own brand, said Michelle Harrolle, director of USF’S Vinik Sport and Entertainment Management Program. And there is no athlete currently more connected with his number than Brady, she said.

“People have images, but when you’re talking about athletes, there’s a certain level of identity that comes with that number,” Harrolle said. “But from a global perspective, no (one is bigger). And because Brady is moving from one dominant team to a team that can benefit from his experience and kept the number, I think that lends a level of credence to the number.”

Brady’s TB12 logo – which overlaps his initials with his number – has been trademarked for a decade, and he has parlayed it into a lifestyle brand that includes workout equipment, nutritional supplements and apparel. He opened two TB12 stores in Massachusetts and reportedly has plans to expand to New York, Los Angeles ... and Tampa.

Brady tactfully dodged a question about getting his No. 12 back during his first media availability with the Bucs. But retaining his number is huge not just for his brand, but the Bucs as well.

“Fans have become accustomed to certain iconic athletes and their jersey number,” said Mike Mondello, a marketing professor at the Vinik Sport and Entertainment Program. “We have seen other famous athletes who changed jersey numbers (like) Michael Jordan when (he) came back (wearing No. 45); it was never really the same as when he was wearing his No. 23.

“Brady had been building a brand for over 20 years and I think keeping his number will help the team sell merchandise, generate fan interest and be a great thing for the organization.”