Marketplace Roundup

Bolt Working On Marketing Strategy To Become Global Superstar, Like Tiger, Beckham

In Manchester, Anna Kessel reports Jamaica sprinter Usain Bolt's reps are "working on a marketing strategy to try to make him a global superstar with the kind of financial pulling power enjoyed" by Tiger Woods and David Beckham. Bolt later this year will go on a world tour and "there are discussions on sponsorship deals worth more than" US$16.5M. In addition, several publishers are "engaged in a bidding war" for Bolt's story, which is "expect to fetch a six-figure sum." NVA Management's Chris Nathaniel is in "talks with a number of high-profile brands including Virgin, Emirates, Rolex, Nokia, Vodafone and Gucci." Bolt's manager Normal Peart said, "Commercially we see no reason why he can't be as successful as Roger Federer, Tiger Woods or David Beckham" (Manchester GUARDIAN, 7/23).

CLIP & SAVE: Blake Griffin, who was picked No. 1 overall by the Clippers in the NBA Draft, is close to signing an endorsement deal with Nike, sources said. It is not clear when or if the deal will be announced, but it could be the first major shoe deal for a high-profile NBA player selected in last month’s draft. Griffin is widely regarded as the most marketable rookie in what has been a down market for player endorsements. Griffin’s agent Jeff Schwartz would not comment. Nike officials gave no immediate comment (Liz Mullen, SportsBusiness Journal).

PAST & PRESENTS: The WALL STREET JOURNAL's Zev Chafets reports living Baseball HOFers are in a "unique position to cash in" on the "multibillion-dollar industry" of baseball nostalgia. Some players were "so great that being in the hall doesn't add much to their market value," but for "more marginal immortals ... getting into the hall is worth a great deal of money." Clean Sweep Auctions Owner Steve Verkman said the letters "HoF" after a signature are the "single best predictor of baseball price." Verkman: "When Bruce Sutter went in, that changed everything for him. The demand for his autograph increased a thousand-fold" (WALL STREET JOURNAL, 7/23).

IT ALL ADS UP: NBC Entertainment co-Chair Ben Silverman said that he "expects carmakers to buy ads in a big way again." Silverman also noted that the network recently inked a deal with McDonald's under which the QSR will "advertise its Monopoly game" on "Sunday Night Football," "The Jay Leno Show" and other NBC programs (HOLLYWOOD REPORTER, 7/23).