H ockey legend
Wayne Gretzky has returned to
IMG as a client for exclusive representation in all areas.
At IMG, Gretzky will be represented by a team of agents led by Ira Stahlberger, senior vice president of talent marketing in the U.S., and Sam Galet, managing director of IMG Canada. He was represented by Blake Sports Group.
IMG was acquired by WME last year, and Gretzky’s wife, actress-producer Janet Gretzky, will be represented by WME. Janet Gretzky, who most recently starred in director James Franco’s film “The Sound and the Fury,” will be represented by a team of agents led by WME-IMG board member Rick Rosen, who runs the agency’s television department.
The acquisition of IMG by WME is a big reason why Gretzky returned to IMG as a client, Stahlberger said last week. IMG represented Gretzky during his playing career from 1979 to 1999, during which he was the highest-scoring player in NHL history and was named the league MVP a record nine times.
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Gretzky was represented by IMG during his Hall of Fame playing career from 1979 to ‘99.
Photo by: GETTY IMAGES
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“I’ve known Wayne a long time,” Stahlberger said. “Fortunately, we have stayed in touch. We started talking when the two entities were coming together, IMG and WME. And he was just intrigued by it. He was like, ‘What’s this all about?’ It’s just the perfect timing.”
Wayne and Janet Gretzky live in Los Angeles, where WME is based.
IMG will represent Gretzky in marketing, endorsements, licensing, speaking, broadcasting, entertainment and new business ventures.
Gretzky has a few sponsors now, including TD Bank and Breitling watches, but he wants to expand his brand to top-tier NHL sponsors, as well as non-hockey partners, Stahlberger said.
“Wayne is one of the true icons in sports,” Stahlberger said. “You think of hockey and you think of Wayne Gretzky. He transcends hockey. He hasn’t played for 15 years, but he is still very much the face of hockey.”
Gretzky was originally represented at IMG by Mike Barnett, who formerly ran IMG’s hockey division but is now senior adviser to the president and general manager of the New York Rangers. Stahlberger met Gretzky through Minnesota Twins catcher Joe Mauer, who Stahlberger represents for off-the-field work.
Although Gretzky has some interest in entertainment work, the primary focus, at least initially, is marketing and licensing.
“He is open to really growing his brand,” Stahlberger said. “Look at some of the icons we have represented. Arnold Palmer has not played golf competitively for a very long time, but he is still one of the highest-grossing clients at IMG. And we think that is a great model to look at for someone like Wayne Gretzky.”
> MAXX TALENT SIGNS 3 FOR BROADCAST WORK: Maxx Sports & Entertainment has signed former MLB first baseman Carlos Peña, former NFL wide receiver Nate Burleson and former Colorado Rockies general manager Dan O’Dowd for broadcast work.
Maxx Sports & Entertainment President Mark Lepselter is representing Peña and Burleson. Lepselter and Maxx vice president Michael Klein are representing O’Dowd.
Lepselter recently negotiated deals for Peña to join the MLB Network as a studio analyst and for Burleson to join the NFL Network as a studio analyst.
Lepselter and Klein are talking to networks for deals for O’Dowd, who resigned from the Rockies last month. Lepselter represents other front office sports executives for broadcast work, including former Oakland Raiders CEO Amy Trask. “I like working with folks like that, who have that perspective,” he said.
> MEISTER SIGNS SAUNDERS: Meister Sports Management has signed Seattle Mariners outfielder Michael Saunders for representation.
At Meister Sports Management, Saunders will be represented by agency founder Barry Meister, as well as Brandon Meister and Andrew Meister, who are Barry’s sons, and Jim Bullinger, a former MLB pitcher-turned-agent. Saunders was formerly represented by Frye McCann Sports.
Liz Mullen can be reached at lmullen@sportsbusinessjournal.com. Follow her on Twitter @SBJLizMullen.
