SBD/4/Sponsorships Advertising Marketing


          Forbes Sports Editor Peter Spiegel and IMG VP Jeff
     Schwartz, the agent for Pete Sampras and Martina Hingis,
     were guests on CNBC's "Bull Session" to discuss athlete
     endorsements and the Forbes 40 highest-paid athletes list. 
     Schwartz, on packaging an athlete: "You want to do something
     ... that's comfortable with the athlete himself or herself. 
     You can't try to force something on an athlete that doesn't
     fit into their personality. ... They might be a little bit
     more reserved or they might have a big personality, a lot of
     charisma, and you try to look for endorsements and media and
     PR that would fit that."  Schwartz, on the importance of a
     good image to endorsers: "If you see this year's list, a lot
     of the guys on it seem to be, quote, the nice guys, the good
     guys, and I think as we go forward we're going to see a lot
     more of that."  Spiegel, on who's getting the endorsements:
     "Overwhelmingly, it's going to people like Pete Sampras, Cal
     Ripken, Steve Young, with these nice-guy athletes who
     endorsers want and advertisers want to be associated with. 
     A guy like Dennis Rodman will make a lot of money for a
     year, for two years, but if you look at along his career,
     it's not going to stay up" ("Bull Session," CNBC, 12/4).
          AND THE WOMEN? IMG's Schwartz, on the absence of women
     on the Forbes Top 40 list: "I think that in the next couple
     years you're going to see some women on the list.  Whether
     its Martina Hingis or Anika Sorenstam or Michelle McGann or
     some of the basketball players, you're going to start seeing
     some of the women on the list, because as you see, a lot of
     marketers, a lot of companies, are starting now to direct
     their campaigns and their money towards women" (CNBC, 12/3).

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