SportsLine USA has signed Michael Jordan to an
exclusive, long-term promotions and content agreement for
its CBS SportsLine site on the World Wide Web. The ten-year
deal has Jordan appearing in radio and TV ads and providing
exclusive content for CBS SportsLine and for his official
online fan club (SportsLine USA). The WALL STREET JOURNAL'S
Stefan Fatsis writes that though "no upfront cash is
involved," SportsLine CEO Michael Levy says Jordan has "an
excellent chance" of making more than $10M from the deal.
Jordan joins SportsLine's stable of cyber athletes,
including Cal Ripken, Jr., Wayne Gretzky, Shaquille O'Neal
and Monica Seles. Fatsis writes that SportsLine "expects to
sign" Tiger Woods shortly. Jordan will receive "stock and
stock options" in SportsLine, which is planning an IPO. The
two will "split" ad and merchandise revenue and Jordan
"could share in new subscriber fees." Jordan is "required"
to answer five emails a week and hold one online interview
per month (WALL STREET JOURNAL, 6/25).
SMART STRATEGY? SportsLine's strategy of athlete
specific sites is examined by the JOURNAL's Stefan Fatsis.
SportsLine VP/Marketing Kenneth Dotson: "Our approach is to
go after marquee athletes who can attract their own audience
and don't have to piggyback on an existing audience."
Fatsis: "That strategy is being hotly debated in the
competitive world of on-line sports." AOL, through its
Athlete Direct area, is looking to "attract users from among
its existing eight million subscribers -- and new
advertisers who want to reach them -- rather than use the
athletes' presence alone to build the subscription base."
ESPN SportsZone "has eschewed individual athletes entirely,
arguing that even big-name players don't offer enough fresh
material to draw repeat visits from users." Advantage
Int'l's Tom George, who is "steering" his clients toward
AOL's Athlete Direct, says, "The public is not going to
stand for athlete sites that are bogus. And they can tell
when they're bogus fast" (WALL STREET JOURNAL, 6/25).
