Mets' Pete Alonso Continues To Embrace, Grow Marketing Reach
MLB's ability to market its stars has been "easy to criticize in recent years," but rookie Mets 1B Pete Alonso is "proof that when a player's personality lines up with his city and his support system, success can be had," according to Evan Drellich of THE ATHLETIC. There is "no secret sauce behind a series of successes for Alonso's image," other than an "adherence to his particular motivations and interests." He has "succeeded on the field, and moved without pretense off of it." Sosnick, Cobbe & Karon VP/Marketing Jon Einalhori, who reps Alonso, said that the player's deals "include escalators and protections," but the season he had in '19, including breaking MLB's rookie home run record, "transcended everything." Some of Alonso's partners have "already approached him to do new deals." But Einalhori said he and Alonso will "plan this out and take his brand to a national level." Einalhori: "We really waited on the bigger opportunities." Currently, Alonso has deals with Fanatics, Topps, Panini, Nike and Wilson. He is also an "ambassador for New Era and T-Mobile, and next year is going to be the face of the MLB-produced Home Run Derby" app-based game. There is a "partnership with Kobe Bryant on a training app as well." Einalhori said that Alonso is the "first player in history to have an exclusive, formal deal with a team in which he gets a percentage of sales in team-owned game-used items." Alonso and his marketing team also are "considering pursuing trademarks" for LFGM (Let's F*****n' Go Mets!) and Polar Bear Pete. Einalhori added that there was the "possibility of an Alonso line of apparel." Einalhori: "Apparel is probably the one category I haven't done anything for him yet" (THEATHLETIC.com, 9/29).
A SHOW ABOUT NOTHING: After Alonso hit his rookie-record 52nd home run on Sunday, comedian Jerry Seinfeld posted a tweet "teasing a 'Seinfeld' reboot if he could get Alonso to star in a remake of the classic 'The Boyfriend' episode, and the slugger said he's in." CBSSPORTS.com's Shanna McCarriston noted former Mets player and current broadcaster Keith Hernandez was the "special guest and subject" of the original "Boyfriend" episode (CBSSPORTS.com, 9/30).
Would love to!— Pete Alonso (@Pete_Alonso20) September 30, 2019