Gatorade is "close to signing" Yankees SS Derek Jeter
to a multi-year endorsement deal, according to Terry Lefton
of BRANDWEEK, who reports that Jeter is "slated to appear in
at least one spot next year" for the brand's "Is it in you?"
campaign. Lefton notes the "long, but apparently forgotten
policy of Michael Jordan being Gatorade's sole endorser."
Gatorade VP/Sports & Event Marketing Tom Fox: "We're
starting to look at athletes that are up and coming as great
vehicles for us to boost our brand message. For us ... it's
less athlete as hero and more about making us topical. We're
still very much tied to Michael Jordan but he's not playing
anymore, so we can't show him sweating" (BRANDWEEK, 12/13).
BUBBY FEELS THE COST OF GETTING PULLED: In CO, John
Branch reported that Broncos QB Bubby Brister, "by being
benched, ... lost a chance at about" $1M in "playing
incentives, plus $100,000 each for radio and [TV] deals, a
Nike contract, a [QB] Club bonus, and a couple of fully-
decked Ford trucks" (CO Springs GAZETTE, 12/12).
PUT EM' OUT, SAYS CAL: Cal Ripken Jr. will be featured
in MD's anti-smoking campaign. Ripken said that he would
"make regular appearances" at schools and be featured in ads
(WASHINGTON POST, 12/11). The campaign comes as the state
is suing Orioles Owner Peter Angelos, accusing him of breach
of contract over his legal fees stemming from the state's
$4.7B tobacco payout (THE DAILY).
CAREFUL OF OVERKILL: In Ottawa, Chris Stevenson noted
last week's announcement that Wayne Gretzky signed a deal
with A-B: "[Gretzky] can do whatever he likes with the rest
of his life, but somebody ... should tell him becoming a
pitchman for every consumer product out there does diminish
the reputation he built for himself" (OTTAWA SUN, 12/12).
ANOTHER LESSON FOR TYSON? ESPN's Dick Schaap, on
Salton's $137M deal with George Foreman for the right to use
his name on their cooking products: "Foreman is ample proof
that it is much more profitable to bite hamburgers than
ears" ("The Sports Reporters," 12/12). Foreman was a guest
on "GMA," and Charlie Gibson wondered if Foreman should now
be called, "His Grillness." Foreman: "I've got ten kids and
people think, 'He's got a lot of money.' You send two to
college and you'll see" ("Good Morning America," 12/13).
