Newspapers / The Carolinian (Raleigh, N.C.) / Aug. 8, 1991, edition 1 / Page 21
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SPORTS Jordan Marks High Limits In Endorsements i nutrAnrw api_ < thrills basketball fans with his airborne athletics, but its his nice guy appeal that excites advertisers and makes him a champion in the lucrative game of product endorsements. Still, as Jordan’s contract with the Coca-Cola Co. expired Wednesday amid reports he is negotiating an $18 million deal with Gatorade, some marketing experts wonder whether his heavy load of plugs is crippling his effectiveness as a pitchman. “It’s the law of diminishing returns,” said consultant A1 Ries of the firm Trout & Ries in Greenwich, Conn. “The more products a celebrity endorses, the less valuable that ceieuruy oecomes 10 any one oi inose products.” Jordan, star of the Nation Basketball Association champion Chicago Bulls, should be familiar to anyone who watches television. He endorses the products of 14 companies, including such names as Coke, McDonalds Corp. and Nike Inc. Jordan also promotes the Illinois State Lottery and his caricature will appear in a Saturday morning cartoon show, “ProStars,” this fall on NBC, said Ted Ewanciw, a spokesman for Jordan’s management company, ProServ Inc., in Arlington, Va. Marketing experts said Jordan endorses more products than any _ The Coaches Box BY JAMBS L. GILES. SR. rUHMCK CHAMPS...MANDELA VIEW IOC DECISION ON S.A. Olympic decathlon gold medalists lfilt Campbell and Rafer Johnson do not claim to be experts on the chang ing South African sports system. But both say the International Olympic Committee might have acted too swiftly last week when it lifted a ban on South Africa’s participation in the Olympics, USA Today has reported. “There are a lot of factors involved,” says Johnson, i960 gold medalist and 1956 silver medalist. Certainly, there are things going on Pm not privy to. “But until I saw some other things done in that coun try, I might not have lifted those sanctions until the situation is more In the liking of the black peope who rsside there.” Despite South Africa’s abolishment Of laws enforcing apartheid. Camp bell agrees there is little proof that racial discrimination has ease. The 1956 Olympic champion decathlete from Plainfield, N.Y. says he believes sanctions against South Africa should remain “as hard and as tough as the world can make them." Until there is further verification that equal opportunity exists for all in South Africa, Campbell fears athletes are merely political pawns. “They are really just using the athlete, and that is a shame,” says Campbell, an Olympic silver medalist in 1952. Johnson, who runs a Los Angeles based sports consulting firm, acknowledges the IOC ban that denied South African participation in the Olympics beginning in 1970 is an injustice to athletes. “My heart says an athlete should never to suffer for political purpose,” Johnson says. However, the U.S. Olympic Com mittee will wait until an October board of directors meeting to decide whether to grant amnesty to 14 track and field athletes and three coaches who toured South Africa after the 1968 Olympics. In a recent related action, Nelson Mandela gave his conditional support for South Africa’s participation in the 1992 Summer Olympics during a tour of the site in Barcelona, Spain. “If South Africa complies with all the conditions which have been set by the IOC as well as South African spor ting organizations, I would have to agree that South Africans should par ticipate in the Olympics,” Mandela said. But he added, “If South Africa does not comply, then there would be no question of South African participa tion.” Olympics Receives Grant North Carolina Special Olympics has been awarded a $15,000 challenge ffant from the Kathleen Price and Joseph M. Bryan Family Foundation lor the production of a video documentary, “A Victory of Spirit". To meet the challenge, NCSO must ufa* the grant by raising $30,000 from other resources by February 10, 1903. By receiving funds for this program, “A Victory of Spirit” will be albe to achieve statewide exposure on public television. The documentary focuses on the deflation of two athletes, J.C. Mingo ■Of Charlotte, and D.C. Mitchell of Jacksonville. Both athletes have competed in various tom petitions over the past few years including the 1101 International Summer Special Oiypics Games held in Minneapolis, Minn Mingo competed in tennis and t Mitchell in aquatics. “A Victory of Spirit”, the largest video documentary project ever undertaken by NCSO, highlights the athletes’ own story of determination as well as concentrating on their normal, everday lives. Working diligently on this project are co-producers, Susan Carpenter and Janet Galno, both of Raleigh. Carpenter adds her experience as director of the documentary as well as being a volunteer for NCSO by serving on its Outreach committee. Gaino, the creative director of the documentary, has been involved in the project since June, 1M0. the North Carolina Public Broadcasting System will televise the one-hour documentary with the projected broadcast in January 1992. SPORTS TRIVIA 1. The LA Raiders had three Heisman Trophy winners on their team at one time. Who were they? 2. When was the last time that the Philadelphia Flyers won a Stanley Cup? 3. Where did defensive end Dexter Manley play his college football? 4. Who was the first player chosen in the initial AFL NFL draft in ’68? 5. Besides Sandy Alomar Jr. and Carlton Fisk, what other catcher was named AL Rookie of the Year? 6. Who is the only remaining active NBA player with ABA experience? 7. What player had the most World Series of batting .300 or better? •MtAWS WMM OunOPl '1661 a> •»Weq ao eSutAV ooe* » qtj* seiiee xis peq qjng eqag -j, aaueuadxa ygy esq auojajq saeojq xajuact etospy iCjno ‘aauof qa/Appo J° jaaraejjjej aqj g Oi, ui jtoa eq* jo aiqoog tv paunra f ssm saequBA. AN *T» J° aosunjq usnunqj, epj aqj, g 99,0| eqoo ajounqeg aq» *q i on uasoqa bsm ‘awg artnpijiq jo jno pua OAisuajap a ‘mime sqqng p •ams suroqwpio »» IIWR00!! 8*enoa paXejd Xaprejq •£• ■oiaqs pajj apq aqj japun Qi, uj dno Xajue^s » ao* H»l «*% «qj, Z (aaroQ ujo{4) uMOjg mij, pun (l»0 ujeqjnog) uanv snoaepj ‘(ujnqnv) uosqasf og j Y1A1HX SXHOdS OI SH3&SNV other sports celebrity. ProServ would not comment on estimates by industry executives that he recieves $15 million to $20 million a year for endorsing products. ProServ Vice Chairman David Falk acknowledged that Jordan risks a "Dilution” of his credibility by endorsing more than one product. ProServ’s strategy, he said, is to help the athlete select products “that are complementary and deliver a. consistent message. "He endorses products primarily aimed at the youth market,” Fakl said. “We feel the products he is associated with are wholesome and all-American.” The scrubbed and polished image of Jordan as a sweet-natured guy with the superhuman leap glows in a pair of Coke commercials: in one, he delivers a six-pack to boys in a tree house; in the other, he’s sipping a Coke. Those ads are scheduled to leave the airwaves after Jordan’s two-year contract with Coke expires Wednesday, said Coke spokesman Bob Bertini. He said Coke had made “a strategic and financial decision’’ not to renew its contract with Jordan. But Jordan may soon be seen on the tube drinking Gatorade, the thirst quencher made by Chicago-based Quaker Oats Co., the trade journals Advertising Age and Adweek have reported. They say that next month Jordan will sign a 10-year, $18 million contract with Quaker to be Gatorade's first and only celebrity spokesman. Falk and Quaker spokesman Ron Bottrell declined to comment on the reports. Using a celebrity pitchman would be a departure for Gatorade, which has long relied on ads featuring ordinary amateur athletes gulping the stuff after a workout or weekend football game. The 26-year old product recently i acquired some new competitors, though, and a celebrity spokesman could Kelp distinguish Gatorade from the other brands, especially if it becomes known as Michael Jordan’s drink. HEALTH CAREER-TIN Health Career Opportunities program at Shaw University has Just concluded its 6th annual session. Twenty-olght high school students from across Horth Carolina axpressed their Interest In pursuing a professional education and career In one of the Health Sciences. Pictured left to right from bottom row are: Domlnque Thompson, St. Raufs Arnold Murray, Fayettovile; Maurice Wallace, Jacksonville; Marcus Washington, JacksenvMe; 2nd Row, Shawne Martin, Jacksonvilo; Towanda Crawley, Jacksonville; Tinlka McMIMan, St. Paul's; Althea CogdaD, St. PauTs; Danyael Hi H. Davit, Tartooro; 3rd Row: Tosha Whlto, Jacksonville; Unjaleka White, PoHocksviUe; Crystal Burton, Jacksonville; Harvey Campbell, LilHngton; Rodney Joe, JacksonvMe; Tina Bunn, Whitakers; 4th Row: Ralph 6lover, Henderson; Al Hinnant, Wilson; Tywanda Monk, Jacksonville; and Adrean Knight, Fayetteville; Sth Row: TaNcia Robinson, Henderson; Lateasta Williams, Henderson; Katrina Hayes, Henderson; Tamu Shaw, Warrant County; Deaorge Cosmos, Warren County; Smanthyha Douglas, FayettevMe; Katrina BIHingsley, Oakboro; and Anechla Wlgggons, Currie. Jury To Investigate Tyson Case INDIANAPOLIS (API — A special grand jury will investigate allegations that former heavyweight champion Mike Tyson raped a woman in an Indianapolis hotel, the Marion County prosecutor said. Tyson will be asked to testify, but he won’t be obligated to appear before the panel, Prosecutor Jeffrey Modisett said. Modlsett said he hopes the grand jury can be appointed within two weeks. He chose not to use the county’s regular grand juries because he wants to settle the case more quickly than that would have allowed, he said. Going to a grand jury “is the best way to obtain all the evidence, especially in view of the fact that so many of the witnesses are out of state,’’ Modisett said. In a complaint filed with police, an 18-year-old woman accused Tyson of sexually assaulting her in his room at a downtown Indianapolis hotel about 1:30 a.m. on July ll. The 25-year-old fighter was in Indianapolis for appearances connected with Indiana Black Expo, a statewide exposition of entertainment and forums on black issues. W TRANNNG - Ln A. Hinton, Mo guard ana swimming instructor at the Bitmere HMs pool Is pictured giving a demonstration on the proper fret-stylo streke. Tko youngsters, aged 8-1B. finished 7th in the intar-ctty championship i\eu> YorKer riles Assault Complaint On Ballplayer NEW ’YORK (AP) - A woman claimed Oakland Athletics outfielder Rickey Henderson slapped her during a disagreement in his hotel room early last Tuesday. Sandra Salarinatin, 23, of New York, filed an assault complaint against Henderson, traded to Oakland by the New York Yankees in June 1969. Henderson, the all-time stolen base leader, was voted the American League’s most Valuable Player in 1990. He played for the Yankees for four seasons until he was traded. “Neither she nor her husband want him arrested,” police spokesman Lt. Bob Nardoza said. Salarinatin, who told police she had been drinking heavily, said she was in Henderson’s room at die Grand Hyatt Hotel in Manhattan at about 3 a.n. when the incident occurred, Nardoze said. Henderson and the woman had a disagreement, and she told police “he gave her a backhanded smack, causing a bruise over her left eye,” Nardoza said. Salarinatin went to a nearby bar and found her husband, who returned with her to the Grand Hyatt at 9:15 a.m. and informed the hotel manager, who called police Nardoza said. “Henderson was interviewed earler and on two separate times denied she was in the room,” Nardoza said. Henderson, speaking after Oakland beat the Yankees 6-5 last Tuesday night, denied the accusation. “It’s all a bunch of crap,” Henderson said. “I ain’t got no problem. I’ll handle it." He was supported by Oakland general manager Sandy Alderson. “To the best of our knowledge, the charges are not true,” Alderson said.' “We accept Rickey’s version of the events and we intend to support him 100 percent. The women did not require medical treatment police spokeswoman, Sgt. Tina Mohrmann said. Henderson, 32, lives with his wife, Pam, and their daughter in Hillsborough, Calif. Figure Falls On Minorities DENVER (AP) - Despite the best efforts of race promoters, businesses owned by minorities and females will get only 15 percent of about 91.5 million in contracts from this year’s Denver Grand Prix, race organizers said. The figure falls short of the 25 percent share originally promised by race promoters and less than the overall 28 percent targeted for Denver’s construction and design contracts. SAY NO TO DRUGS...AND YES TO SELF DISCIPLINE! Big Brothers After School Pick-up Enrichment School CALL Thomas Jarrett 821-7844 Anytime Don’t Wait... ftnogram Starts August 26th Discount To First 15 Students Resistered! Hurry!...There Will Be A 30 Student Limit. “The more products are the f same,the more marketers reach for ; magery to promote'their products,” said Clive Chajet, chairman and chief Executive of Lippincott & Margulies’ Inc., a identity consulting girm in Mew York. Chajet said he generally counsels :lients against using celebrities in - Favor of promoting the unique properties of their products. “A celebrity is chosen because, ilmost by definition, the celebrity is nore famous than the product itself,” lesaid. “When the celebrity mover rffstage, he takes his fame with him and leaves the product, which is the real assest of the manufacturer, laked. We think that’s not wise.” SPORTS FROM THE PRESSBOX By Roger Simmons Some thoughts from the press box... • The dog days of Au gust are almost upon us, and, unfortunately, so is the NFL. I don’t know about you, but the only action I want to see sizzle on a gridiron this time of year is when I put a couple of steaks on the grill outside. But ap parently the NFL sched ule makers do not share my belief, since they started the exhibition season a couple of weeks ago. If you are one of those people who believe the time between the end of the Super Bowl and the start of the preseason gets shorter and shorter each year, you’re correct. I think it’s all part of a conspiracy by the NFL to dominate the sports scene year round. If the league continues its cur rent trend of shortening a week off its off-season ev ery year, you can expect the Super Bowl to end and the new season to start the following Mon day night in the year 2018. • The Florida Marlins, the National League’s new expansion franchise in Miami, announced their logo and uniform colors recently. Surely, it came as no suprise to sports fashion watchers that one of the team’s col ors is orange. Of all the major profes sional sports teams in the i state, all but one have or ange in their uniform scheme. The Marlins will have aqua and orange, just like their stadium Bay Buccaneers have or ange and gold uniforms. % And the Miami Heat have red, orange and black uniforms. The only pro team in the state without orange in their uniforms is the Orlando Magic. Magic sport blue, black and sil ver uniforms. © 1991. Tribun* Media Services
The Carolinian (Raleigh, N.C.)
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