Wayne Gretzky has signed a multi-year endorsement deal
with Esso Imperial Oil, according to Glen Whelan of the
CALGARY SUN. Gretzky will star in a series of "comical"
commercials with wrestler Bret Hart as a pitchman for the
Esso Extra Card. Gretzky said that "he's devoting all the
energy he can to his business interests" (CALGARY SUN,
10/19). The CP notes Gretzky's deal with Esso "comes on the
heels of several other contracts signed the past few months"
with Goodyear Tires, the Canadian Imperial Bank of Commerce,
Johnson & Johnson (Tylenol) and a weekly column for the
National Post. Gretzky "agreed to the contract with Esso
last spring, but didn't announce it until yesterday. ... If
that bothers Esso, the company isn't saying." Esso
Marketing Manager Alex Roth: "Nobody owns bits and pieces of
Canada, so nobody owns Wayne." Gretzky, when asked if he's
"overexposing himself": "No, not whatsoever. I'm not sure
that there's anywhere I can go in this country and not be
recognized anyway, so I don't think (overexposure) is a
factor." But Roche Macauley & Partners Advertising partner
Geoffrey Roche said, "I think there might be a little
overexposure." Gretzky said that he has a "strict criteria"
for which deals to accept: "First and foremost ... their
reputation. ... Secondly, probably the biggest criteria, is
that I don't do anything that's a one-year commitment. Most
of the time, it's a three-year commitment." Gretzky added
that there "won't be any new deals in the near future."
Gretzky: "I have a full plate" (CP, 10/19).
