SBD/27/Sports Industrialists

MICHAELMANIA CONTINUES: HERE, THERE, EVERYWHERE

     According to the current issue of TIME, MICHAEL JORDAN's
return has been worth over $3.8B for the companies he endorses
(TIME, 4/3 issue).  Wheaties debuted a new TV ad featuring Jordan
missing a jump shot, with the superstar saying, "I better eat my
Wheaties" (CHICAGO TRIBUNE, 3/26).  BUSINESS WEEK debuted the
"Michael Jordan Index" -- based on the performance of McDonald's,
Sara Lee, Nike, General Mills and Quaker Oats since March 8.  By
March 21, the MJ Index had fallen to 103 from a March 19 high of
105 (BUSINESS WEEK, 4/3 issue).  Jordan's agent, DAVID FALK, was
a guest on ABC's "Good Morning America" this morning.  On
Jordan's contract:  "We had no negotiations, we had no promises
made to him and I think when the summer comes, we have a chance
to look at the future and preponderant impact on the NBA [which]
will absolutely create financial success for him as it always
has.  But at this point, that was not the motivating factor in
his decision" (ABC, 3/27).  Raptors GM ISIAH THOMAS said before
Friday's Bulls-Magic game that the Raptors plan on putting the
floor in the middle of Skydome when Jordan visits next season,
"so we can have 60-70,000 people watching us play basketball"
(TNT, 3/24).  WGN reports that Jordan's first home game netted an
all-time high regular-season (and all-time WGN sports) rating of
41 and a 59 share in Chicago.  National figures will be available
today (WASHINGTON POST, 3/26)
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