SBD/23/Sponsorships Advertising Marketing

OUTSIDE THE LINES EXPLORES THE WORLD OF ATHLETE MARKETING

     In an "Outside the Lines" special entitled, "Sports, Inc.,"
ESPN's Bob Ley reported on the "modern incorporated athlete" and
how, in the "booming" sports marketing industry, many superstars
make more money off the field through sponsorships and
endorsements than they do playing. From the original model
fashioned by Arnold Palmer to Shaquille O'Neal's current world of
"cameras, commercials and devastating dunks," the show focused on
the marketing efforts of several big name stars and reflected on
the growing dichotomy of today's athletes.  Frank Deford:  "We
are seeing the creation of two classes of star athletes:  the
privileged ones who get heavy-duty endorsement money and the dull
ones, who have to compete for a living."
     FACTS OF NOTE:  Last year Ken Griffey Jr.'s likeness earned
about $100,000 in merchandise sales for Pro Player.  This year,
that number is expected to be "well" into seven figures.  The NFL
Quarterback Club, "a powerhouse" owned by 26 former and present
QBs (Troy Aikman, John Elway, Steve Young, Boomer Esiason, Dan
Marino, and Jim Kelly) has hired NFLP to help sell its members to
corporations and sponsors. The Club recently added Emmitt Smith,
Junior Seau, Barry Sanders, Jerry Rice, and Michael Irvin.
NASCAR driver Dale Earnhardt's biggest business is collectibles
and souvenirs, an industry in which he has the potential to earn
over $30M this year.  He faces no league-wide merchandising
scrutiny, as NASCAR does not require revenue-sharing among
drivers.
     QUOTES OF NOTE:  Shaquille O'Neal agent Leonard Armato:
"People are a little tired of seeing one dimensional athletes and
if they see someone that has not only athletic ability but
personality and a variety of talents, it's compelling."  Pro
Player President David Strumeier:  "Ken Griffey is outselling
every player in [MLB] products by a minimum of three-to-one and
our Ken Griffey sales in the first three months of this year are
already ahead of Ken Griffey sales for the entire 1995 year
approximately by 40 to 50%."  Andre Agassi:  "You have to know
what you stand for.  You have to know why you stand for it and
you have to refuse to compromise it.  It's called integrity,
really, and not to, in a sense, whore yourself out."  NFL
Properties President Sara Levinson, on the QB Club:  "These men
recognize the potential of putting their names together into
something that is even larger than they are" (ESPN, 4/22).
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ESPN, MLB, NASCAR, NFL, Walt Disney

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