When Precept Sports VP/Marketing Dave Carrodine started to
develop a marketing plan for Rockets guard Sam Cassell nearly
three years ago, he said it was hard to get people to take his
calls. Carrodine doesn't have such problems anymore, according
to the Baltimore SUN. Cassell has gained almost $1M in
endorsements from companies such as Reebok, Coca-Cola, Big Ball
Sports, Subway, Sony, Continental Airlines, and Houston-based
Bill Heard Chevrolet. Reebok Pro Basketball Dir Joanne
Borzakian: "Kids look up to Sam. He has a scrappy game and kids
like to emulate it." Ben Padilla, a Subway ad exec in southeast
Texas: "He has a sterling personality. He cuts across the color
barriers -- Hispanic, black, Asian, white. We're extremely happy
with him." Cassell's three-pointer in Game 3 of the '94 NBA
Finals is largely credited with propelling him into the
spotlight. Carrodine said hitting that shot and the Rockets
winning the title enabled them to fulfill their plans. He also
emphasizes Cassell's personality: "If you look at Michael Jordan
and Shaquille O'Neal, they're always smiling. I want corporate
America to look at Sam and say, 'I can associate with this guy, I
would love to have him associated with my products'" (Jerry
Bembry, Baltimore SUN, 5/12).
SWOOSH: In New York, Bob Raissman notes that some companies
that have contributed to Cowboys WR Michael Irvin's $750,000/year
in "off-the-field" income have already "broken their ties" -- but
Nike "hasn't disowned him." Nike PR Manager Erin Patton: "It
wouldn't be prudent to rush to judgement. More than anything
else we take a wait and see approach and let the court system run
its course. We don't make any hasty moves." Industry sources
say, however, that Nike's planned national ad campaign featuring
its football stars does not include Irvin (N.Y. DAILY NEWS,
5/12).
