Domata Peko Case Study

Contract Negotiation

A 4th round pick in the 2006 NFL Draft, 360 Sports has negotiated three (3) contracts worth more than $40 million to date in Domata Peko’s career. Domata’s 3rd contract allows him to retire a Bengal and earn in excess of $43 million.

Marketing & Endorsements

  • Tide chose Domata as a Tide Color Captain for the 2014 NFL Season. Domata will share his pre-game rituals throughout the season on his Twitter account @DomataPeko and Instagram.
  • Domata teamed with the restaurant ‘Johnny Rockets’ to create a special ‘Lotta Domata’ burger. Proceeds from sales helped raise money for the ‘United Way of Cincinnati Fund’.
  • Domata was featured in a Tide campaign on billboards and bus shelters all over Cincinnati in 2012.
  • Two of Domata’s bucket list items are to be featured in a movie and a national commercial. Domata auditioned for a Disney movie, although he was not chosen, he hosted a screening party for one of his teammates that was featured in the movie, “Million Dollar Arm.” This year Domata was featured in a national commercial for Crest.

Community Relations

As both captain of the Bengals defense and involved in the community, Domata has a great image among Bengals fans. Every year the Domata Peko Foundation donates more than $150,000 to those in need. The Domata Peko Foundation adopts an orphanage in the Cincinnati area and at Christmas they host a dinner and provide every child in the orphanage with a shopping spree. Additionally for back-to-school, the foundation donates backpacks filled with school supplies to underserved children.

In 2014, the Domata Peko Foundation donated $100 for every Bengals player that agreed to wear the pink mouth guards during the month of October to help raise funds for research and awareness for Breast Cancer.

This past May, Domata hosted the Cincy Draft Party Bowling Tournament, which raised money for the Cincinnati Children’s Hospital.

In September 2009, following a tsunami and earthquake in American Samoa, his homeland, Domata donated 270 sets of helmets and pads to six Samoan high schools. Every other year, Domata hosts a football camp and invites NFL football players of Samoan descent to help develop the skills of local athletes in American Samoa.


As captain of the defense, Domata speaks to the media on a regular basis. Additionally, he receives strong publicity from his community service work, including a feature on 60 Minutes.