Mark McGwire's L.A.-based agent Bob Cohen said that his
phone "keeps ringing with all kinds of offers," after his
client broke MLB's single-season HR record on Tuesday night,
according to Greg Johnson of the L.A. TIMES. Cohen: "The
potential is unlimited. At this point, Mark is probably
getting more publicity than any other athlete in the world
-- maybe as much publicity than any other person in the
world other than President Clinton." Cohen said it "would
probably be several weeks before you hear anything on
possible deals." Johnson writes that there "are rumors" in
sports marketing circles that McGwire might turn over his
marketing to a "giant such as ICM" (L.A. TIMES, 9/10).
RELUCTANT HERO? In N.Y., Stuart Elliot writes that the
"race to cash in" on the HR record "is already under way,"
but it "has not been as frenetic as other recent efforts to
capitalize on athletic achievement." Both McGwire and Sammy
Sosa have been "devoting far less time to the marketing
aspects of the chase," which has "helped build national
attention and affection for both men." Roberto Muller,
President & CEO of Muller Sports Group: "Madison Avenue is
salivating. They're dying for Mark and Sammy." Muller
feels that if they were to collaborate on ads, "they would
be bigger than Michael [Jordan] and Larry [Bird]." Elliott
puts endorsement estimates for McGwire at $2M and Sosa at
$1M. The St. Louis Post-Dispatch and its agency, Core,
"have held off running ads tied to McGwire because of his
reluctance to play for pay during the race." So the first
McGwire-related ads, posters and radio commercials from the
paper are "only now running." Core Managing Partner Marc
Kempter: "[McGwire] has set the tone. And I think Madison
Avenue would be wise to follow, because our industry needs
to learn a lesson about not exploiting a situation."
Elliott also notes that "there may even be an endorsement
career" for Cubs P Steve Trachsel, who served up No. 62
(N.Y. TIMES, 9/10). USA TODAY's Melanie Wells calls McGwire
"the nation's most desirable endorsement star -- and its
most elusive." Wells puts his endorsement value at "at
least" $3M, "if he'll take it." One potential endeavor has
McGwire and Sosa together on a Wheaties box (USA TODAY,
9/10). Foote, Cone & Belding VP & Sports Analyst Bob
Dorfman said McGwire "has tremendous potential. The fact
is, he's not interested" (HOUSTON CHRONICLE, 9/10).
WHAT WE'VE SEEN: A Walt Disney World spokesperson said
that McGwire, who appeared in Disney's 25th "I'm going to
Disney World" spot, was paid for the ad "just like he would
any other kind of endorsement" (N.Y. POST, 9/10).
MasterCard ran a half-page ad in USA TODAY congratulating
McGwire, using its "Priceless" tag (THE DAILY). In L.A.,
Denise Gellene gives MasterCard's "Priceless" TV spot "$$$"
on a scale of "$" to "$$$$." Gellene writes that as an MLB
sponsor, and in negotiating rights to use McGwire's image,
MasterCard "scored a coup" (L.A. TIMES, 9/10).
COMPARISONS TO MJ: Jack Trout, President of CT-based
Trout & Associates, a marketing strategy company, said
McGwire is "getting unbelievable publicity. And he's got
the kid, and he's kissing everybody, and his smile. This is
like Hollywood. We finally have a sequel to Michael Jordan.
He's got the personality, the capability, the stardom around
him" (HOUSTON CHRONICLE, 9/10). In Philly, Frank
Fitzpatrick: "For the moment, Michael Jordan has company in
the American heroes' penthouse" (PHILA. INQUIRER, 9/10).
Rick Burton, Dir of the Univ. of OR Warsaw Sports Marketing
Center: "He's the new Michael Jordan" (L.A. TIMES, 9/10).
