The general feeling is that firms are trying to be more selective about the number of athletes with whom they have relationships. You have to remember that, for the most part, the industry is young and learning how to measure success and get the best return on its investment. The emerging trend is the use of entertainers and retired athletes to market these products.
More Quotes from Paul Swangard:
Finance 101 will tell you, if you take the value of her figure skating revenue streams and discount it, this is a multimillion-dollar disappointment.Paul Swangard
There are still categories that are probably not going to want to attach their name to Kobe whether he rekindles all of that interest and excitement. ... It's no accident that a company like Nike that wants to target kids with their basketball shoes would be on board, whereas family-consumer brands that are more like McDonald's and Sprite are probably still a little reticent to come back into the fold.
Paul Swangard
You want to be using the off-season to generate momentum. And nothing has happened, from the stadium issue on down, to give much acceleration to that momentum. For every step forward, it seems like they've taken two steps backward.
Paul Swangard
Moreover, retired athletes are more likely to steer clear of scandal. They don't do stupid things for the most part, ... What has been the biggest problem area for the endorsement business lately is people you thought were upstanding citizens doing something stupid.
Paul Swangard
When you're flipping the channels on a Sunday and see his team on offense with him in the backfield or in the slot, you're going to stop. That awareness and interest is what marketers will covet.
Paul Swangard
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