SBD/March 11, 2013/Marketing and Sponsorship

Bobby V Makes Managerial Return, Sort Of, In New CBSSports.com Fantasy Baseball Ad

Former MLB manager Bobby Valentine is featured in a new ad for CBSSports.com's Fantasy Baseball Commissioner game in which he pokes fun at his inability to keep a job for too long. Valentine is shown sitting in a chair in front of a fireplace talking to the camera and saying, “You know, I’ve had a long managerial career.” Clips show of Valentine getting fired by the Rangers, whose "owner" sounded like George W. Bush, two separate Japanese teams and the Mets. Valentine wears the infamous sunglasses and fake mustache he wore in the dugout after once being ejected during a game as Mets manager, with the “owner” saying, “Tell Bobby he’s fired." While in the Red Sox owner's office, Valentine while holding a bottle of beer said, “I know, I’m fired.” Back in his chair, Valentine said, “But now, I manage at CBSSports.com.Fantasy Baseball. It’s the best place to play and no one can fire me.” His phone then rings with the caller shown as CBSSports.com. Valentine: "I'm not getting that" (THE DAILY).

HAVING SOME FUN: CBS Sports Network's Allie LaForce said, "CBS was smart enough to do this genius commercial playing on the fact that he can’t keep a job.” CBSSports.com's Bruce Feldman said, “This is a great idea. Have fun with your persona. I think it makes it harder for people to take shots at you if you take the front end of it.” LaForce added, “Anytime you see an athlete, a manager, head coach or public figure, make fun of themselves you have more respect for them and you like them that much more” (“Lead Off,” CBS Sports Network, 3/8). NESN.com's Jen Slothower wrote Valentine "gets points for being able to poke fun at himself." Part of the "gag is that people watching can apparently go online and vote whether Bobby should be hired or fired again -- presumably from his job of being a pitch man this time" (NESN.com, 3/8). Blogger Steve DelVecchio wrote, "Talk about having no shame in your game. Valentine may say stupid things that inhibit his ability to land new jobs, but he still has his marketability" (LARRYBROWNSPORTS.com, 3/8).
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