The proliferation of merchandise prompted Manziel's family to start working with Texas A&M officials to try and trademark Johnny Football.
"No one is looking for profit off the mark," Cook said. "It's to protect eligibility and to protect his name and likeness from being exploited by third parties."
Another byproduct of Manziel's success is the growing talk about the Heisman Trophy.
"It's like anything else that comes with winning," Sumlin said. "As you win, those types of things come."
Some have questioned why A&M hasn't embarked on one of those in-your-face Heisman campaigns. The school is certainly promoting Manziel for the award, Cook said, but noted that he's already being talked about across the country.
"Right now, it is wall-to-wall Johnny Manziel," Cook said about the media coverage. "The awareness for us is already there. Our approach is, we need to reach the right people with the right message to make the right decision. Our efforts are targeted directly at Heisman voters and the football writers."
No freshman has ever won the award, and John David Crow is Texas A&M's only winner, back in 1957.
Cook, who was instrumental in Texas A&M's move from the Big 12 to the SEC, talked often about how the new league would bring increased exposure to the school.
"Our No. 1 decision factor was visibility, and Johnny Manziel is benefiting from that," Cook said.
The Aggies can thank Manziel for some visibility, too.