NEW YORK »The Heisman Trophy is said to weigh 45 pounds but can be worth its weight in gold to its newest owner, Marcus Mariota, analysts say.

The University of Oregon quarterback became the 80th recipient of the bronze statue Saturday, and with it comes lucrative marketing possibilities, especially if he foregoes his senior season.

"All the value Mariota receives from the Heisman in the short term is really locked into the decision of whether he turns pro now," said Paul Swangard, managing director of the Warsaw Sports Marketing Center in the Lundquist College of Business at the University of Oregon. "That was always expected, but with the Heisman, (it) likely boosts his market value and draft position."

Mariota, a redshirt junior who completed his degree in general science this month, said he and his family will likely wait until next month to announce his plans.

Mariota has led the 12-1 Ducks to the inaugural Football Championship Playoff, with a Jan. 1 semifinal game in the Rose Bowl against unbeaten Florida State (13-0).

Oregon officials, while hoping Mariota will return, acknowledge that is a long shot, as he is expected to be a high first-round draft pick — possibly No. 1.

Being among the top 10 picks would be worth between $12 million and $23 million over a four-year contract, depending on position, based on 2014 contracts.

"I think his winning the Heisman will reinforce — to potential corporate sponsors — that this kid is a good kid with a clean image. This can’t be said for all recent past Heisman winners," said Patrick Rishe, the director of Sportsimpacts, a consulting firm and an economics professor at Webster University’s George Herbert Walker School of Business.

"So from a financial sense, winning the Heisman has the largest potential impact on his commercial attractiveness," Rishe said. "Of course, as humble as he appears, the degree to which he monetizes this potential endorsement boost depends on how motivated he is to market himself in this way."

When a reporter pointed to a huge Times Square billboard Saturday and asked Mariota if he could imagine his image there, the three-time All-Pac-12 quarterback quickly shook his head and said, "No."

Rishe cited Robert Griffin III, the 2011 Heisman winner, and Cam Newton, the 2010 honoree, as examples of recent Heisman winners who have capitalized on the value the award confers.

ESPN’s Darren Rovell estimates the Heisman "is worth at least $800,000" to Mariota.

But Rishe cautioned, "From a ‘draft stock’ perspective, I don’t think winning the Heisman carries as much weight as (1) playing well in the College Football Playoff game(s), (2) showing well at the NFL Combine or his Pro Day, and (3) any other senior games or related-events."

"If he completely plays poorly in the national semifinal and has a Teddy Bridgewater-like performance at his Pro Day, then maybe he could drop outside the top three … but (this is) really unlikely," Rishe said.

Mariota has also made winners of his alma maters, Saint Louis and Oregon.

"The way Marcus represents Saint Louis School has to help (in enrollment)," said school president Walter Kirimitsu. "How can it not help to have a quality young man like this from your school?"

The private all-boys Catholic school says it has been rebuilding enrollment.

Oregon athletic director Rob Mullens said, "Obviously, our football program enjoyed such tremendous progress over the last decade and competed at the top the last few years, but to have this iconic trophy associated with our institution is something special."

Even for the Phil Knight and Nike-endowed school, Mullens said, "without a doubt this kind of visibility is not for sale. It does things for you that you can’t even imagine."

But, Mullens said, "the more special part is to have such a wonderful young man who represents everything you want in a student athlete."