Welcome back. In this module we're going to talk about the marketing of the individual professional athlete. Let me take you through a PowerPoint which will explain. Perhaps in golf, which is going to be one of our last modules, The Evolution of Sports Marketing in Golf. In that context, we'll talk about my old company, IMG, where I was General Council. And Mark McCormack, for whom I worked for many years, will talk about the transcending of success in the sport that has been achieved by Arnold Palmer, perhaps the greatest branding in the history of sports marketing, thanks to IMG and Mr. McCormack. Jack Nicklaus, Gary Player, the big three. The genesis of IMG in the golf world and now we talk about Tiger Woods and Rory McIlroy. So the evolution of sports marketing and golf is something we're going to deal with at some length in module six when we meet with, David Lightner. We also are going to talk in module six about the evolution of the tennis world, the sports marketing world. Tennis with Gavin Forbes, perhaps the, the premiere tennis agent in the world. We're going to talk about the Williams sisters, the Agassi-Sampras situations all of which Gavin has lived through as head of IMG tennis and a board member of the ATP. Federer, Nadal, Djokovic, we just saw wonderful Wimbledon finals. Mario Ancic, what happens when the cheering stops? Mario is now at Columbia Law School, after an injury forced him, to the sideline. Or talk about in tennis, how do you market a Martina Navratilova versus a Maria Sharapova and versus an Anna Kournikova, who went in a very different direction from success on the field. So coming to the NFL, we'll consider things like Johnny Manziel. Well he happens to pick LRMR and LeBron as his marketing partners among others. But again, as we go through the evolution of each of the professional leagues, and golf, and tennis, we're going to have to be considering, well, how do you plan for the last post-retirement stage? For a Tim Couch, a William Green,. These are players that IAG football represented that were in the not for long league. And then you have the Manning brothers from, and we'll hear from John Palguta about their product endorsement opportunities and their financial management, and, and how do you, bridge that gap. The Manning brothers being the very few that have been so successful for so many years. In what is otherwise, a fairly short career for most NFL players. We'll also look at the NBA, will see it through Jeff Schwartz's eyes, will look at LeBron by the time this aire's whether his next decision was the right decision. How will his free agency decision impact his marketing efforts and his image. And in baseball we've, we've heard already, or will from Jeff Schwartz, about Derek Jeter, his amazing career. We'll talk about what former MLB player perhaps has had the most, post career marketing success apart from broadcasting and coaching. And we'll look at players like Willie Mays, Babe Ruth, Manny Ramirez. NCAA interface at the amateurism, a level when we talk about pre-professional athletes we have to talk about a Jameis Winston. We have to look at the situations that's he's already encountered. He is the Heisman trophy winner, he is the defending national championship team's quarterback. But how will this affect his branding, his image rights? As he transitions to the pros following next year. We also have to look at, given the recent events of the World Cup, what happens to Luis Suarez. Suarez with his biting incidents. We see Adidas AG dropping his sponsorship. We see. Netflix and McDonalds taking to Twitter to capitalize on their free publicity You can see the next bullet point, Don't worry #Suarez, four months is plenty of time to devour House of Cards. One bite at a time. Hello Suarez, if you are hungry come have a bite of a big Mac. Gallows humor and Tim Howard, Tim Howard the great goalie of the American Team the number of things that Tim Howard. Good save. So what we're looking at here as we go through product endorsement and post retirement opportunities is what athletes, how have they been successful to push a product, even post-retirement and why. So in this module we're looking at people like Joe Montana he is stewed the broadcasting career and now you see him fully online with Skechers. You see Shaq seemingly on the present Perry Rogers being his agent for many years now. You see him post retirement. Not only broadcasting, but pushing a lot of products and, and the infinity and the association with those products have nothing to do with his basketball career, but having to do with his celebrity. Beckham in the right hand, bottom corner of course, starting his own MLS franchise. Building a new stadium in Miami. Perhaps, that's what's in the cards. And a surprise to some but not to those who follow this space. George Foreman, through the Foreman grill, being one of the most successful post boxing retirement, athletes in the history of, of any sport. Through the association of his name with the famous former grill. So how can the athlete, this is what we will explore, transcend his success on the field or not. You see the image rights. You see the ownership of the jump man by Jordan and how he's become really a billionaire, able to own an NBA team on his own. You see the Lacoste brand. they, again, having transcended the success of, of the player whose name was Lacoste. He has become the famous lacro, Lacoste brand. You see John McEnroe, an IMG tennis client and now broadcast client. How successful he's been. And there's the greatest of all time, the Goat representing his publicity rights as IMG did for many years. poster, post his retirement. the, the, the idea that we're trying to get across here is, at what point, at what inflection point in the athlete's career is a consumer going to pick a product, based on an athlete endorsement? We talk about, in that context, does winning take care of everything? In the upper left hand corner. If Tiger Woods come, comes back, are all things forgotten? And, and then, and Maria Sharapova's situation. She's already branched out. She has many mega deals, case studies have been written about her success since her Wimbledon championship at a very young age, but now she has self funded and with some equity, help started a Sugarpova product. And what is she selling there? She's selling her image and her likeness rights. In connection with a totally unrelated product, a, and you see the joint opportunity up in the right-hand corner where the Mannings are taking on the Williamses. These are the kinds of opportunities that then become perhaps problematic when morals clause violations factor in. Perhaps the most famous, then Tiger in the bottom right. Michael Vick, the dog fighting, Big Ben in the lower, left and Plaxico Burress in the upper left to name just a few. We're also going to look at the use of Twitter and social media, how important this becomes, how does the agent representing a professional athlete. Control, if he or she does, the use of the social media. How does that relate back to the representation agreement in fact and how can that through Instagram or otherwise, resolve in, conduct detrimental to the team, perhaps, and or, that which could be, a negative branding opportunity as opposed to a positive branding opportunity. And lastly in the exploitation and publicity rights. We want to look at what role do video games play fantasy teams and leagues in the evolution of sports marketing. Now, we'll look at this both from the individual athletes opportunities and also those that opportunities have perhaps have been usurped by others in the context of. The Jim Brown case, against EA sports and, perhaps even the O'Bannon case which we've looked at throughout each of these modules. Name, image, likeness rights in connection with, the greatest UCLA teams of all time. The 1994 O'Bannon team and he being the MVP of that team, the most valuable player in college basketball that year. So you can see throughout we're going to be asking you to react back to us. As you look through this encyclopedic view of how athletes have exploited their publicity rights, how they have gone through different product endorsement agreements. Certainly they have the product endorsement agreement, the tool, the shoe they wear as a basketball player, the golf club they play as a golfer. Etc. The glove they wear as a baseball player. But who, at the end of the day, has done the best and perhaps the worst job in terms of individual sports marketing leader. You certainly have to put, Michael Jordan near the top of that list. Barry Bonds, juxtaposed in the, right hand corner of this, is perhaps another story. And Lance Armstrong is perhaps at the bottom of the slide for good reason. Certainly, we've learned throughout these modules that honesty is the best policy. And, and for Lance to, to essentially to have lied and gone to confession on Oprah as many of you know was not the greatest strategy. Having sued for defamation at a time when he knew he had lied, was probably not as we said in the Clement's case to get too aggressive on the other side of having been accused of something is probably not the wisest course for those to follow. Attorney's agents representing professional athletes. And, perhaps one of the saddest cases of all is Curt Schilling. Who took his on-field success and believed he could turn it into off-field success. That's in the lower part of this and lost many, millions of dollars. Went bankrupt trying to create his own video game empire. So, as we finish up this module we're going to be talking about the evolution of each of these professional athletes careers across the major leagues across the individual sports. And we hope you'll join us and let us know what you think about branding opportunities, which have been exploited to the maximum advantage both during and after the careers of each of these athletes and many others that we'll look at. And which through morals clause violations or otherwise. Have pretty much ended their marketing opportunities because people will not want to buy a product with which, their publicity rights have been associated. So thanks for your continuing attention and we'll move on to the rest of this module. [MUSIC]
