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Sponsorships Advertising Marketing

IS WILLIAMS A (DRED)LOCK TO BECOME A MARKETING SUCCESS?

          Heisman Trophy winner Ricky Williams is profiled by Dan
     LeBatard of the MIAMI HERALD, who writes that Williams "is
     the kindest, most genuine athlete I have ever met."  Jamey
     Crimmins, Dir of Athlete Services for NJ-based ISI, which
     handles Williams' marketing, said, "He can be the lead guy
     for Generation Y.  Michael Jordan can walk into any living
     room in America, black or white, and be embraced, and Ricky
     Williams can be that, too -- the guy who goes into America's
     living room and starts playing with the kids."  But LeBatard
     writes that Williams' "Image People" think that signing
     Percy "Master P" Miller as his agent "will soil Williams'
     good name."  LeBatard: "Why can't Williams' good name
     improve Master P's instead, opening good doors for the both
     of them?"  Williams, on signing Master P: "It was all about
     expanding my reach.  It gives me credibility in an entirely
     different community -- reaching black kids that I might not
     reach with just sports.  Kids are not going to listen to you
     unless you are cool, and signing with Master P makes you
     cool with those kids" (MIAMI HERALD, 2/18).


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