BlackBerry gets celebrity Baracking

There’s been a lot of hoo-hah about celebrity endorsement of late, particularly after news of Jerry Seinfeld’s reported $10m (£6m) deal with Microsoft broke – but it seems BlackBerry may have found celebrity backing from even more newsworthy source: none other than president-elect Barack Obama.In an interview with US television channel CNBC, the messianic leader-to-be said his minders will have to ‘pry’ the device out of his hands when he enters the White House. “I’m still clinging to my BlackBerry,” he told them.We can only imagine the statement had the management at Research In Motion (RIM), the company which makes the devices, crying tears of joy – according to an article in The New York Times, marketing experts are estimating his endorsement to be worth $25m (£15.3m) – but the great man hasn't charged them a penny.If he were to charge, ‘this would be almost the biggest endorsement deal in the history of endorsements’, Doug Shabelman, president of celebrity endorsement company Burns Entertainment told the newspaper. “He’s consistently seen using it and consistently seen in the news arguing... how he absolutely needs this to function on a daily basis.”The jury is still out on whether or not the device presents too many ‘legal and security concerns’ for Obama to keep on using it in the Oval Office, but we do know after that comment, if Barack is running short of cash and looking for something to endorse when his presidency is over, chances are RIM will only be too happy to provide.

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