76ers G Allen Iverson is a candidate for the NBA's MVP
award, but "he's still not in with the suits on Madison
Avenue," according to Edward Moran of the PHILADELPHIA DAILY
NEWS. But as the 76ers' marketing is "built around Iverson"
and the team makes its first playoff appearance in eight
years, his "image" is starting to change. Chicago-based
Burns Sports Celebrity President Bob Williams: "He's getting
national exposure, he is maturing. He is getting some of
the key ingredients to becoming an athlete endorser."
Iverson "has just one" endorsement deal, a shoe contract
with Reebok, but NBA VP/Apparel Sales Sal LaRocca stressed
Iverson's popularity in terms of jersey sales: "He's
certainly as popular as any of the other players in the
league. He's right in there" (PHILA. DAILY NEWS, 5/7).
DOES HE NEED TO CHANGE HIS WAYS? Moran: "While winning
will certainly help, there is no one who can help Iverson's
image more than Iverson himself." The Bonham Group
President Dean Bonham: "Iverson is going to have to change
as a person if he is going to maximize his value as a
spokesperson for corporate America. ... That talent on the
court won't buy him the endorsement contract and image
association relationships that could double or triple his
salary." But other analysts "think it's wrong" to ask
Iverson to change. Univ. of OR Warsaw Sports Marketing
Center Dir Rick Burton: "I find it kind of racist that we
should be suggesting to him that he should change who he is
in order to get more endorsement deals. ... I'm not
comfortable saying he should change who he is." Iverson, on
endorsements: "Am I concerned about it? No. I'm not
concerned about endorsements. I don't concentrate on that.
I just care about playing basketball. If they come, they
come. If they don't, they don't" (PHILA. DAILY NEWS, 5/7).
