A-Rod Signs With William Morris To Broaden Appeal Beyond MLB

Rodriguez Inks Deal For WMA To Handle Off-Field Endorsements

Yankees 3B Alex Rodriguez has signed with the William Morris Agency (WMA) in an attempt to "burnish his image as an athlete with appeal beyond his sport," according to a front-page piece by Matthew Futterman of the WALL STREET JOURNAL. Rodriguez' manager Guy Oseary, who has "worked closely with [WMA] executives for years," set up the deal, which was finalized "earlier this month after six months of talks." Agent Scott Boras, who has repped Rodriguez throughout his career, said that he will "continue to represent [Rodriguez] in any baseball-related negotiations." Futterman notes Rodriguez' marketing activity off the field "has been relatively quiet," as he has "just two major endorsement deals, and earns less than $10[M] a year off the field." The move reflects the "growing importance of Hollywood in athletes' attempts to turn themselves into enduring brand names that can attract corporate sponsorships." As TV ratings "dwindle and movie box-office stagnates, sports-rights fees and the value of sports teams are growing." WMA President Dave Wirtschafter said, "We're going to give him the same attention we give to any movie star, any movie director." WMA VP Lon Rosen added Rodriguez "asked us to look for opportunities with corporations which will last for many, many years." Futterman notes signing Rodriguez is a "coup for [WMA], which ... has delved into sports in recent years, seeing the industry as a growth opportunity." But unlike competitor CAA, which now reps "scores of athletes," WMA has "pursued a quality-over-quantity strategy." Clients currently include WTAer Serena Williams, Heat G Dwyane Wade, Celtics F Kevin Garnett and golfer Michelle Wie (WALL STREET JOURNAL, 7/22). Boras said, "I haven't been doing his marketing work, so there's no change there" (BLOOMBERG NEWS, 7/22). In N.Y., Brooks Barnes reports WMA will "work to expand [Rodriguez'] portfolio of corporate endorsements," and foreign deals are "of particular interest" to Rodriguez. The move boosts WMA's efforts to "become a bigger player in the sports management arena" (N.Y. TIMES, 7/22).