Under the header, "On the Sidelines," Richard Alm of
the DALLAS MORNING NEWS examines the impact of the NBA
lockout on players' endorsements and writes, "Companies
aren't going to continue to shell out big bucks for athletes
who don't break a sweat, especially if angry, alienated fans
turn their backs on the sport." USC Sports Marketing
analyst David Carter: "A lot depends on how the public
perceives the players. ... If the players look greedy, if
they look reckless, their image will erode, and there'll be
very little on the table." But Dallas Baptist Univ. Sports
Management Professor Dave Arnott said, "As long as the NBA
saves the end of the season, it's not going to hurt these
guys." While top stars, such as Michael Jordan, Grant Hill,
Shaquille O'Neal and Scottie Pippen, who has "been busy
shooting commercials" for Nike, Ameritech and Mazda, are
"still raking it in off the court," players of a "lesser
magnitude ... will feel the pinch first." Companies who
use the NBA as a "showcase" have been making "subtle
adjustments" in their marketing plans. Reebok, for example,
is using Hawks G Steve Smith to "boost apparel sales" at his
alma mater, MI State Univ. But "few companies" are willing
to ink new player deals, and West Coast Telecommunications
"is delaying" a deal with O'Neal. Ray Clark, Managing
Partner of Dallas-based The Marketing Arm: "A lot of pending
deals are on hold" (DALLAS MORNING NEWS, 11/12).
