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※ [本文轉錄自 NY-Yankees 看板]
作者: kevinloo (哭哭 〒△〒) 看板: NY-Yankees
標題: [新聞] Jeter, A-Rod baseball's most-marketable
時間: Thu Mar 27 16:15:30 2008
http://www.msnbc.msn.com/id/23802973/
http://msnbcmedia1.msn.com/j/msnbc/Components/Photo_StoryLevel/080307/080307-
jeter-hmed-8a.hmedium.jpg
Jeter, A-Rod baseball's most-marketable
Jeter & A-Rod在MLB的行銷市場上最有價值
“Marketers have to consider the risk that an athlete may some day be accused
of inappropriate drug use,” says Timothy Calkins, a marketing professor at
Northwestern University’s Kellogg School of Management. “This risk reduces
the endorsement value of every athlete, both those who have been accused of
steroid use and those who haven't.”
So which players are poised to prosper this season despite the steroid cloud?
Here’s a look at baseball’s eight most marketable players in 2008.
1. Derek Jeter: The gold standard in the endorsement game today, Jeter
benefits from a clean image and his loyalty to one team throughout his
career. He even appeared in a commercial during the Super Bowl, the biggest
day of the year for advertising. Still, his $7 million annually in
endorsements is a pittance in sports. The smooth shortstop plays for the
historic Yankees franchise, is well-known nationally for his World Series
appearances, yet he earns the same amount as Denver bad-boy guard Allan
Iverson.
2. Alex Rodriguez: His ridiculous move to announce his free agency during the
World Series could have been a fatal blow, but he smartly re-signed a lengthy
contract with the Yankees, and his miscue has been forgotten. His good looks
and sensational play are a marketer’s dream. Yet he and teammate Jeter split
the big New York market, hurting both in the endorsement world. The best is
yet to come: His expected run at Barry Bonds’ home run mark around the 2013
season will launch him into the marketing stratosphere.
3. Ryan Howard: The Philadelphia Phillies’ slugger has loads of upside.
Playing for a strong team in a big market, he’s already inked deals with
Verizon, Subway and adidas, among others. His image graces the cover of the “
MLB ‘08 The Show” videogame by Sony. Likable and only 28, the one-time
National League Rookie of the Year is on the road to a top-notch endorsement
career.
4. Ichiro Suzuki: The Seattle outfielder’s inside-the-park home run during
the 2007 All-Star Game raised his national profile — which suffers from
playing on a mediocre West Coast team — significantly. His marketing prowess
is still strongest in the international arena: he’s more interested in deals
in his home country of Japan, where he has pacts with Nikko, Cordial and
others, than in the U.S. In fact, he’s the top-ranked baseball player on
Sports Illustrated’s International 20, bringing in an estimated $24 million
in salary and endorsements last year.
5. David Ortiz: Six years ago, Big Papi was a little-known player toiling for
the Minnesota Twins, with 20 home runs and 75 runs batted in serving as
career bests. Today, he is famous as the designated hitter for a
once-woebegone franchise that has captured two of the last four World Series.
Deals have been struck with New Era, Reebok and others, and Boston’s Ortiz
is a favorite in the New England market. A towering figure at 6-foot-4 and
230 pounds, the 32-year-old has a few more years to capitalize on his
engaging personality.
6. David Wright: The young New York Mets third baseman has everything going
for him. He plays for a large-market team with a strong shot at the World
Series this year. In three seasons, he already has appeared on “The Daily
Show with Jon Stewart,” read the No. 1 item on David Letterman’s Top Ten
list and served as the face of baseball during 2007 All-Star Game
advertisements. Topps Cards and VitaminWater (where he made a stock killing
when the company was taken over last year) are among his endorsement pacts.
Though his fielding may be suspect (64 errors in three years), the 25-year-old
’s marketing future is not.
7. Albert Pujols: Sports Illustrated estimated $3.5 million in endorsements
for the 28-year-old last season, which were helped by his introduction to the
nation during the 2006 World Series. A slugger in his prime, the first
baseman is only hampered by playing in small-market St. Louis.
8. Kosuke Fukudome: Entering his first major league season, the superstar
from Japan is already featured in Chicago Cubs ad campaigns, though he’s
never set foot in Wrigley Field for a game. International appeal for the
Japan Central League MVP is strong; the key to establishing a national
footprint is to develop a following on superstation WGN (had Harry Caray been
alive to flub his name, it would be a guarantee) and leading the Cubs to
their first World Series championship in a century (well, everyone can dream).
頭痛不翻了
八個裡面，
三個在紐約球隊打球
兩個日本人
兩個非洲黑人 (including Jeter)
兩個多明尼加人
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