 |
Rose appeared in a spot for Skechers
that aired during Super Bowl XLIX |
The buzz in Cincinnati of former MLBer Pete Rose's "potential redemption has ignited debate" about his "enhanced marketability among the city's other heavy hitters: the region's formidable branding industry," according to Alexander Coolidge of the CINCINNATI ENQUIRER. Marketing firms are "sharply divided" over whether a return to baseball -- or even an induction into the Baseball HOF -- "makes a difference." Skeptics said that Rose's "past history, not to mention some of his current behavior, is heavy baggage." That includes an ESPN report earlier this week that Rose bet on games in which he played. Critics also said that Rose has "carved his niche despite being cast out of America's game, so being let back in wouldn't make that much difference." But Coolidge noted being "welcomed back into baseball would fundamentally change" the narrative. An aging sports legend of his stature "easily commands personal appearance fees paying more than $2,000 an hour." He even "appeared in a Skechers shoe commercial during the Super Bowl." For a TV commercial, he "could nab anywhere from $50,000 to $500,000 depending on the number of showings and campaign commitments that went with an offer." Marketing pros said that Rose "has savvily exploited his pariah status." However, Xavier Univ. Department of Sports Studies Dir Douglas Olberding said that Rose's marketability "could take a hit if he were allowed back in the game because he'd dilute his outsider, bad boy image." Still, he admits Rose "is nothing, if not adaptable." But critics said that the "willingness to laugh at himself and his fall from grace might work against him." Selling merchandise that "alludes to his outcast status risks looking like nothing more than a swipe at baseball." Coolidge noted Rose "has opportunities now, he'd just have a lot more such offers if advertisers and other clients felt baseball and the general public forgave him" (
CINCINNATI ENQUIRER, 6/23).
ROSE STILL SET TO APPEAR ON FOX: Fox Sports' top production exec says the net plans to move forward with featuring Rose on its MLB coverage despite the ESPN report. Fox hired Rose as a regular-season analyst back in April, agreeing to have him make at least 25 on-air appearances this season. "Right now, it’s status quo," Fox Sports Exec VP/Production John Entz said yesterday. “To be honest, we’ve been out of the office working on golf. … As of right now, the plan stays the same” (John Ourand, Staff Writer). A Fox spokesperson earlier this week said that Rose is “next scheduled to appear on America’s Pregame, MLB Whiparound and FOX Sports Live on July 1" (SI.com, 6/22).
