With Magic Johnson returning to the NBA, questions remain
regarding his commercial viability. According to this morning's
WALL STREET JOURNAL, Johnson's re-emergence "isn't viewed
universally as a fast-break marketing opportunity" unlike Michael
Jordan's return last year. Stefan Fatsis notes Johnson
"practically disappeared" from the "endorsement circuit" after
revealing his infection with the HIV-virus in '91. But sports
marketing execs will watch Johnson's latest comeback "as a sign
of whether corporate America has overcome reluctance to hire a
spokesman who is HIV-positive." Fatsis writes Johnson's
"perceived image problems" are a result of his disclosure of how
he claims to have contracted the virus: "promiscuous relations
with women." However, he is still seen by many "as a heroic
figure ... strong enough to return to the highest level of a
demanding sport." Johnson previously endorsed Pepsi and
Converse, but Pepsi officials say they have "no immediate plans"
for ads involving Johnson. Converse, whose 15-year deal with
Johnson expired in '94, ran an AIDS-awareness campaign in his
name in '92 but did not utilize Johnson in any ads after his HIV
announcement. Johnson has a deal with Fleer/Skybox Int'l, and
spokespersons with that company say they will "try and do some
extra things" with him. Fatsis adds Johnson's performance in the
marketing field "may ride on his on-court performance" (WALL
STREET JOURNAL, 1/30). Johnson's agent, Lon Rosen, told USA
TODAY that his client recently signed a deal with Kodak for
Olympic-related ads and also will launch "his own moderately-
priced sneaker." Rosen added that Johnson has deals to endorse a
video game and work with Spalding. Rosen said Johnson has
"retained ties" to Pepsi. However, consultants Nova Lanktree,
Brandon Stiener and David Burns agree on a "less optimistic"
endorsement future. Burns: "The ad world avoids associating with
anything negative" (Michael Hiestand, USA TODAY, 1/30). LAST
MINUTE DEAL: Magic's first two games -- tonight against Golden
State and Friday against Chicago -- will be televised on TNT
(NBA). Johnson's Lakers contract is valued at $2.5M for the
remainder of the season (NewSport, 1/29).
BIRD'S BACK: Larry Bird filmed a TV spot for Miller Lite as
part of Lite's "Life is Good" campaign. In the spot, Bird will
be zapped out of retirement by a Celtics fan, leading Boston to a
come-from-behind win. The spot, which concludes with an actual
fat lady singing, will be supported by in-store "Think When You
Drink" ads (Miller).
