Steroid Scandal Could Hurt Endorsements For Bonds, Others
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Marketability Of Bonds, Others Surrounded
By Rumors, Facing Serious Damage
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Sports marketing experts indicated that Giants LF Barry Bonds
and others linked to MLB's steroid scandal "may find themselves shut out of
an already shrinking market for athletic endorsements," according to Ann Tatko
of the CONTRA COSTA TIMES. TSE Sports & Entertainment CEO Robert Tuchman: "This
topic is putting fear in the pocketbooks of marketing executives. In an effort
to avoid tarnishing their name, they will pull their money away from these players."
Octagon Dir of Strategic Marketing David Schwab noted that "the guilt or innocence
of the athletes is unlikely ever to be established, which means their public
image must be strong enough to counter the taint of alleged steroid use." Schwab:
"A likable personality is sometimes enough to elevate a player above what he
does in his sport." Burns Sports CEO Bob Williams said that the number and value
of athletic endorsement deals has dropped 50% in the past two years, noting
that with demand lowered, "companies have their pick" of athletes. Williams:
"They can choose one who puts the best face on their product. That can hurt
any athlete who isn't the complete package." Tatko noted Bonds in August re-signed
with Fila through '06, and Fila execs "aren't concerned" about the allegations.
Fila VP/Marketing & Communications Mark Westerman: "He's a tremendous athlete
and a tremendous contributor to the community. He represents Fila well" (CONTRA
COSTA TIMES, 3/14).
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