Mark McGwire and Sammy Sosa have not enjoyed the
"expected deluge of ad dollars for product endorsements,"
combining for a total of about $2M for four deals, which is
"little more than pocket change in the sports world and a
long way from" the $25M some expected McGwire to possibly
earn in off-the-field income, according to Sam Walker of the
WALL STREET JOURNAL. Walker: "The surprising gap between
these players' public acclaim and their commercial exposure
is partly a matter of personality. Neither man seems to be
as inherently attractive to corporations as Michael Jordan."
McGwire's use of androstenedione and Sosa's "spotty" English
have also discouraged some companies. McGwire signed a one-
year deal with McDonald's with an option for a second year,
while agreements with Walt Disney and MasterCard were "one-
time ventures." Sosa also signed a deal with McDonald's,
but his was for "less than" $1M. Nike, which Sosa had a
previous deal with, "isn't planning on any splashy
campaign." Sosa could make $3M in endorsements this year.
Walker: "Agents for both players insists that it's early in
the game, and that more deals will come down the road."
McGwire's agent, Robert Cohen, says the player's marketing
strategy is "still evolving." But company marketers who
"have dealt" with McGwire say that "they have done all the
approaching," and that McGwire's marketing team is an
"informal operation." Sosa's agent, Mark Leonard, says his
client is still looking to sign long-term deals with
"cornerstone" companies (WALL STREET JOURNAL, 10/21).
