Derek Jeter named baseball's most marketable player in survey

By David Kiefaber on Wed Jul 21 2010


Sports Business Daily has determined via survey that Derek Jeter is baseball's most marketable player. Check out the top 10 here. Jeter secured nearly 80 percent of first-place votes from corporate brand managers and marketing executives, possibly because he's the only player on the ballot whom casual baseball fans would know, mostly thanks to him dating a steady rotation of actresses, supermodels and Mariah Carey. That's just a guess, though. The survey results didn't suggest any reasons for why Jeter won by such a substantial margin, but he is a good-looking, charming man in a sport full of dudes with beer guts who spit constantly. Not only that, but any flaws in his personality are overshadowed by everyone else in professional sports either tangling themselves up in sex scandals, running dogfights or killing their families out of nowhere. By those standards, Jeter's public image is in pretty good shape.

Rewarding Detroit pitcher with a Corvette pays off nicely for GM

Posted on Wed Jun 9 2010


It had all the makings of a classic YouTube/viral/hey-did-you-see-that moment. Many moments, actually—with Detroit's Armando Galarraga pitching a perfect game, having it ruined by a bad call on the final out, finishing the game unfazed and winning a new Chevy Corvette for his effort. Later, the offending umpire broke down over his mistake—another video clip played and replayed. You might think the winner here is Galarraga, who's now the poster boy for sportsmanship. And you'd be right. But there's another beneficiary of this wacky MLB situation: General Motors. The marketer racked up $8.9 million worth of exposure from last Thursday's game through Sunday for that one gifted sports car, courtesy of the hashing and rehashing through media channels, Facebook pages, Twitter feeds and every other form of communication far and wide. That's the estimate from Joyce Julius & Associates, which calculates sponsorship value. GM sat out out last season but returned as a Detroit Tigers sponsor this year. Timing, as they say, is everything.

—Posted by T.L. Stanley

Even the 99 Cents Only stores are picking on Manny Ramirez

Posted on Thu May 14 2009


Why should late-night comedians be the only ones having fun at Manny Ramirez's expense? The power-hitting bad boy of the Los Angeles Dodgers, if you recall, was recently suspended for 50 games for flunking a drug test. Now, and one regional marketer has slipped in a sly reference to the situation in a full-page print ad. The 99 Cents Only stores, beloved for crude homemade ads that could pass for ransom notes, is touting a dietary supplement called Men of Iron as "nature's answer to enhance performance." Whatever your drug of choice, the retailer says it's "tested positive" for the best deals in town. The ad also hawks a bunch of cucumbers just opposite Men of Iron, but execs at headquarters say that was just a Freudian slip.

—Posted by T.L. Stanley

Dodgers' marketing department pretty pissed at Manny Ramirez

Posted on Fri May 8 2009

Manny copy

Just when I was ready to plunk down my $25 for a dread wig to wear while I watched a game from the Mannywood section of Dodger Stadium, I learn that I won't be doing either. In case you haven't heard, Manny Ramirez, one of baseball's highest-paid players, will be cooling his heels for the next 50 games because of a failed drug test. (His team commemorated the occasion Thursday by losing 11-9 to the worst team in the majors, the Washington Nationals.) Manny's suspension means not only a lot of miffed fans but a marketing migraine for Dodger management, as the lion's share of this spring's advertising has revolved around the power hitter.
  Yanked are the radio, TV and Web ads centered on Ramirez and the tagline "I'm back," a nod to last season, where he helped lead the Dodgers to the division title. That's being replaced with "This is our town," starring celebrities and other players. Also history, according to the Los Angeles Times: the Mannywood section in left field, along with its two-tickets-and-Manny-T-shirts package. (Folks who already bought those can get their money back.) Ramirez swag like bobbleheads and replica jerseys will still be around, they just might be a lot harder to find on Dodger stomping grounds. There will be no dreadlock wigs at the team store, for instance, and no Ramirez T-shirts at kiosks on the field level. The game's recurring problem child is expected back in July, with decisions to be made later on how to showcase his return. Sports history being any indicator, if he starts knocking them out of the park right away, the selling might just take care of itself.

—Posted by T.L. Stanley

Hostess willing to cough up the bucks if you can throw strikes

Posted on Thu May 7 2009


If you've lost your job, don't worry. As long as you can throw a strike (make that three, actually) on a baseball field, you can still win $1 million. That's the prize money Hostess is dangling as part of an online "Steeerike ... It Rich!" sweepstakes program, which began this week. Hostess will randomly select one consumer, after June 26, to travel to Kansas City and enjoy a moment of fame on the Kansas City Royals' baseball field at Kauffman Stadium. Throw no strikes and you get $5,000. One strike: $10,000. Two: $15,000. Three and you're outta there with a cool $1 million.

—Posted by Elaine Wong



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