As Wayne Gretzky "skates into retirement, he ends an
unprecedented era off the ice," as he was "by far hockey's
Great One" in terms of marketing, according to Steve Zipay
of NEWSDAY. Burns Sports President Bob Williams: "Wayne has
maintained a multi-million [dollar] endorsement portfolio
despite the drop in endorsement potential for hockey. It's
a testament to his charisma." Williams, however, "foresees
a gradual decline in Gretzky's visibility," but thinks as he
gets older, he will be "of more value to sponsors from a
nostalgia perspective, like Joe Montana." NHLP doesn't
disclose which players' jerseys are the top sellers, but
sports apparel "insiders say Gretzky jerseys are the biggest
sellers," while the "next tier" includes Jaromir Jagr, Eric
Lindros, Mark Messier, Chris Chelios and Peter Forsberg. An
exec of a "major" licensed apparel company said Gretzky "is
the licensing of the NHL. His photo on a Rangers T-shirt
adds six figures to the Rangers. ... Jagr's like a minor-
league player compared to Gretzky" (NEWSDAY, 4/17).
DID HE MAKE IT IN N.Y.? The SPORTSBUSINESS JOURNAL's
Andy Bernstein writes that although "Americans seldom see
Gretzky pushing products," he "appears well positioned for
his career after hockey." As Gretzky approached the end of
his career, he "shifted his business focus away" from
"powerhouse" brands and "toward growth ventures offering him
equity for use of his name and likeness." But Steiner
Sports Marketing CEO Brandon Steiner said, "I don't think he
achieved off the ice what he expected to when he first came
[to N.Y.]" (SPORTSBUSINESS JOURNAL, 4/19 issue). In
Toronto, Mark Zwolinski wrote that Gretzky will "likely"
have "new endorsement opportunities at a time when other
athletes often see their stars fade once they retire."
Canadian Imperial Bank of Commerce VP/Brand Management Pier
Massa: "I think now you will see the myth overtake the man
... [promotions] will go on stronger rather than weaken."
Toronto-based KSR Sports Reps President Gordon Kirke said
endorsement deals for Gretzky "will be slower in the U.S.
than in Canada, for sure" (TORONTO STAR, 4/17). SPORTS
COLLECTORS DIGEST reports that a "positive short-term spurt"
for hockey trading card and memorabilia "is predicted in the
wake" of Gretzky's retirement. Upper Deck "plans to release
a host of Gretzky items aimed at" TV shoppers (SCD, 4/19).
OWNERSHIP? In Edmonton, Davis Sheremata reports that
the Oilers ownership group has "invited" Gretzky to invest
in the team. Group member Larry Makelki: "It would have a
tremendous impact on the community, and the continuing
survival of the team in a small market" (EDMONTON SUN,
4/19). Mario Lemieux, asked if he and Gretzky may become
"rival owners" in the NHL: "It's a possibility. ... I'm
sure that eventually he wants to be an owner" ("NHL on Fox,"
4/18). For more on Gretzky's retirement, see (#9), (#12).
