Agent Leonard Armato is profiled in the current issue of
BUSINESS WEEK. For Armato, the 43-year old CEO of Management
Plus Enterprises, the recent $120M deal between Lakers and his
top client, Shaquille O'Neal, is the "latest piece of a marketing
blitz designed to make his backboard smashing client the most
ubiquitous brand name in sports." Armato calls O'Neal's various
interests the "multimedia marketing of a brand that happens to be
Shaquille O'Neal. Walt Disney started with a mouse and created
an entertainment empire. We're starting with one of the world's
great basketball players." BUSINESS WEEK's Ron Glover notes
Armato "drives tough deals," and "to be a part of Team Shaq,
companies have to play by Armato's rules," including the use of
the O'Neal-trademarked logo, paying royalties, and cross-
promoting. Also noted are Armato's deal that "haven't panned out
as well for the companies involved." A "Shaq Attack" clothing
line that Armato "pressured" Reebok to launch, "hasn't sold
particularly well." But Armato is preparing Shaq's next moves, a
joint venture film with Quincy Jones on the comic character Steel
and "a rap clothing line" (BUSINESS WEEK, 8/5 issue).
BIG HURT: The "success" of Frank Thomas's Big Hurt
Enterprises is profiled by Ross Newhan of L.A. TIMES. Thomas is
not at the level of Michael Jordan, but Newhan asks, "What other
athlete took control of his marketing and endorsement business
... and now represents other athletes as well?" Thomas: "This
is what I want to do when I retire." Big Hurt operates out of
space on Madison Avenue in Chicago with eight full-time employees
handling Thomas' off-the-field matters, along with representing
other MLB players, Brian McRae, Jason Bere, and Al Martin.
Thomas owns the "Big Hurt" name and can use it in connection with
other products. Big Hurt Enterprises has also distributed
$85,000 to several Chicago area youth and literacy programs,
along with the Leukemia Society. Thomas has a number of
endorsement deals, including a five-year pact with Reebok.
Reebok Baseball Dir Kent Richard said Thomas needs to "reach the
postseason to get to the next level" (L.A. TIMES, 7/28).
HOUSTON TO CASH IN? The marketing potential of Knicks free agent
signee Allen Houston is profiled in CRAIN'S DETROIT. A "bigger
stage" gives him a chance to cash in on endorsements, but New
Yorkers are "notoriously hard on their athletes." Houston's
agent, John Caponigro, of Caponigro Sports Management Network:
"The danger is that in New York fans will expect Houston to be an
$8 million man every night" (David Barkholz, CRAIN'S DETROIT
BUSINESS, 7/22).
