The next MLB player to "make the jump from baseball stardom
to corporate pitchman" could be the Braves' Chipper Jones,
according to Pete Williams of USA TODAY BASEBALL WEEKLY. In a
cover story examining the 24-year old's marketing prospects,
Williams notes, "whether calculated or not, the image of Jones is
of a special player [who] ... reminds many of a more fan-friendly
era." Jones recently signed to become Mizuno's first national
spokesperson, as that company looks to rebound from losses due to
the strike. Mizuno is also Jones' first national deal,
supplementing several local arrangements he has with Atlanta-area
businesses. Mizuno Dir of Promotions Greg Barton: "We wanted
someone we could be proud of. In an era where a lot of fans have
concerns about the attitudes and values of a lot of players, it
was refreshing for us to find a guy like Chipper." Beckett
Publications' Rich Klein: "His future is wide open. Among the
younger generation of players, he's best positioned for success
because he plays on national television every night and has
attracted a lot of young fans." Rob Chapin of Orlando-based
Leader Enterprises, which handles most of Jones' endorsement
deals, said it is "hard to predict" whether a trademarked brand
will be created for Jones (a la Frank Thomas and "Big Hurt").
Jones: "The endorsements are nice. But we have a way to go
before corporate America sees baseball as more than Cal Ripken
and Ken Griffey Jr." (BASEBALL WEEKLY, 7/24 issue).
