Two Shortstops Head List Of Most-Marketable Players In MLB

There are many similarities between the two most-marketable players in baseball — both are young, good-looking shortstops playing in large markets. In a survey of over 70 marketers, sponsorship consultants and members of the media conducted recently by THE DAILY, the Yankees' Derek Jeter and the Rangers' Alex Rodriguez were called far-and-away MLB's most-marketable stars, garnering over 70% of the first-place votes between them. The pair supplanted Ken Griffey Jr. and Mark McGwire, who earned the No. 1 and No. 2 spots, respectively, in THE DAILY's '99 survey. While McGwire has since retired, Griffey, who has been riddled with injuries and negative press since moving from the Mariners to the Reds in '00, has seemed to fallen off marketers' radar screens, not even finishing in the top ten this time around. Following Jeter and Rodriguez are Cubs RF Sammy Sosa, Mets C Mike Piazza and Mariners RF Ichiro Suzuki. Rounding out the top ten are Yankees 1B Jason Giambi, Giants RF Barry Bonds, Yankees LF Hideki Matsui, Yankees P Roger Clemens and D'Backs P Randy Johnson.

METHODOLOGY: All of our respondents were asked, "Who are the five most marketable players in MLB?" Points were awarded on a sliding five-point scale. A player drawing a first-place vote was awarded five points, a second place vote earned four points, etc. The maximum number of points a player could earn was 360. While Jeter appeared on the most ballots, it was Rodriguez who received the most first-place votes. Rodriguez ranked first on 28 ballots and drew 38.9% of the total first place points available. In the chart below, each player's ranking in our '99 survey is listed parenthetically. Click here to see full results.

NEW YORK'S FINEST: A multi-cultural heritage, playing in the world's largest media market, good looks and romantic links to models, actresses and singers were all cited by our experts as reasons why the 28-year-old Jeter has caught the eye of corporate America. Jeter pitches products from Nike's Brand Jordan to Gatorade to Kellogg's, and he will soon appear in a Visa ad with Yankees Owner George Steinbrenner. The Bonham Group Chair Dean Bonham: "Jeter's got the whole package: talent, personality, looks, and it doesn't hurt that he plays for the Yankees." IMG/Muhleman Marketing President Max Muhleman: "Women love him, men respect him, and he's a New York Yankee." Nelligan Sports Marketing President T.J. Nelligan added, "Jeter is what women want and what men want to be." Comcast SportsNet baseball analyst Michael Barkann noted Jeter "dates models and singers, yet you never hear that he's in trouble." ESPN.com's Darren Rovell: "The best thing Jeter can do is continue to perform on the field and not get married. That will keep him in the mind of men and the heart of women." 361 Marketing's Keith Bruce added, "His personality transcends whether or not he is having just a good year or a great year on the field."

LONE RANGER: Rodriguez, with a ten-year, $252M contract with the Rangers, is the sport's highest-paid player ever, and his sponsor roster includes RadioShack, DirecTV and Sentient. eBay VP/GM Bob Hebeler said: "He is young, yet has cross-over appeal to traditionalists and newcomers, men and women, and every major ethnic market." Velocity Sports & Entertainment VP Chris Caldwell noted A-Rod is playing in a market "with considerable Hispanic radio and TV coverage." Sports Publishing President Peter Bannon, whose company publishes a variety of sports books, CDs and DVDs, added, "He combines youth, style, good looks, charisma, and, of course, amazing numbers on the baseball field." McFarlane Toys CEO Todd McFarlane said Rodriguez seems "to be somewhat humble at least in [his] answers to a lot of media questions," and he is "very clean cut, and has that 'all-American boy' look." Silverman Media & Marketing President Ira Silverman said Rodriguez' "off-the-field image seems to be as strong as on-the-field performances. ... Only drawback — plays on a losing team."

SLAMMIN' SAMMY: Sosa caught the baseball world's attention in '98 when he and Mark McGwire chased the single-season home run record. Five years later, Sosa remains in the consciousness of fans and corporate suits alike. The Dominican Republic native has netted endorsement deals with companies such as Pepsi and Easton. Sports & Sponsorship President Scott Becher said Sosa is "loved by all fans and all nationalities. Four reasons: he hits home runs, he's always smiling, he plays in a major market, and he'll forever be remembered as an incredibly gracious bridesmaid to Mark McGwire. Fans relate to that." TBS' Joe Simpson said Sosa's "face lights up the camera" and that he has "diverse social appeal." ESPN's Rob Dibble: "He plays in a large market, and is a beloved player locally." Meanwhile, 16W Marketing co-Founder Frank Vuono said Sosa is "probably big enough to have his own private label product line, like George Foreman."

GET MET, IT PAYS: He might play for N.Y.'s other team, but Piazza has established himself as one of the top players at his position, and his on-field performance has led to endorsement deals with companies including MCI and Callaway, as well as a cameo in the recent movie "Two Weeks Notice." Sports Business Group Principal David Carter said, "Piazza remains the credible and personable 'counter-Yankee.' He has stature, demonstrated athletic success, and charisma." Millman Sports' Jim Millman said Piazza has that "N.Y./L.A. market strength." Silverman: "Been a hit on both coasts at the plate, and is a terrific spokesperson for a wide variety of products. Also has a reputation of being charitable and fan-friendly." Pickett Advertising Exec VP & Creative Dir Bob Dorfman added, "Piazza has everything a marketer could want — except for a World Series ring." Fox MLB analyst Joe Buck noted that Piazza "shows good acting ability" in spots for MCI's 10-10-220.

SEATTLE'S BEST: Now in his third season in the U.S., Ichiro, a cultural icon in his native Japan, has caught the attention of Americans as well, signing endorsement deals with companies including Post Cereal and Pepsi, and one with Starbucks reportedly imminent. SportsCorp President Marc Ganis said of Ichiro, "Only needs one name to identify himself. A great player whose marketing prospects are limited in the United States but limitless in Japan." McFarlane added, "With Ichiro, you also have another audience — the Japanese market — where you can expand upon and potentially have more consumers who are readily aware of him." Playbook Inc.'s Reed Bergman: "The Japanese market must be considered a major factor."

NOTABLES: Giambi, at No. 6 in our survey, has inked deals with Arm & Hammer and Pepsi since moving from the A's to the Yankees before last season. Dorfman: "Moving to the Yankees moved Giambi up considerably in the commercial world." At No. 7 sits Barry Bonds, of whom Becher called "one of the most significant athletes of our generation yet still virtually clutter free from an endorsement standpoint." Univ. of OR Warsaw Sports Marketing Center Exec Dir Rick Burton added that the oft-reserved Bonds "has already done some ads which started to create a warmer personality for him." Bonds appears in ads for KFC and Charles Schwab. Meanwhile, rookie Hideki Matsui ranks No. 8, and Bergman said, "You can't argue with the Japanese love for the game and the propensity to make their players marketing icons, especially if one of them plays for the Yankees." Clemens, who finished tied in the No. 9 slot with Randy Johnson, just inked a deal with adidas (see today's Closing Bell for more), and ESPN's Jeff Brantley said Clemens "has credibility both on and off the field and is a solid family man." The Rocky Mountain News' Dave Krieger said Clemens is "sort of the ugly American, which is why a lot of Americans find him irresistible."