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WHERE ARE THE SPORTS STARS? TOP HOLLYWOOD ENDORSERS PLUMMET
Published October 19, 1994
Here are the results of this year's Video Storyboard consumer survey of the top 10 celebrity endorsers: (1) Cindy Crawford; (2) Candice Bergen; (3) Bill Cosby; (4) Elizabeth Taylor; (5) Jerry Seinfeld; (6) Whitney Houston; (7) Shari Belafonte; (8) June Allyson; (9) Chevy Chase; and (10) Cybill Shepard. Gone from the list are Cher, Kathie Lee Gifford, Regis Philbin, Burt Reynolds, Susan Lucci, Sally Struthers, and Ray Charles. David Vadehra, Video Storyboard President: "There are so many endorsers these days that no one has a chance to last very long." The complete listing of SPORTS STARS was not included in this morning's WALL STREET JOURNAL, but reporter Kevin Goldman notes that Michael Jordan and Nancy Kerrigan hold the top two slots, and that George Foreman has entered in at the (9) position. Larry Bird, Joe Montana, Chris Evert, and Jimmy Connors have all dropped off the list (Kevin Goldman, WALL STREET JOURNAL, 10/19). Look for complete list of sports stars later this week in THE SPORTS BUSINESS DAILY. FOREMAN IS "A BANKABLE STAR": According to a profile by Mark Starr in NEWSWEEK, George Foreman is again a true star in heavyweight boxing -- "once boxing's glamour division," but now "like an outtake from 'Cocoon.'" When he meets 26-year-old Michale Moorer on November 5, the 45-year-old "Foreman will be the oldest man ever -- at least by official records -- to fight for the heavy weight championship." Seth Abraham, president of Time Warner Sports, which will broadcast the fight on HBO: "There's boxing as great sport and boxing as great theatre. This is boxing as theatre, and George Foreman is the one heavyweight who's a bankable star" (NEWSWEEK, 10/24 issue).