CA$HING IN ON DEREK JETER’$ FAREWELL!

What do Ford, Gatorade, Gillette, Movado & Nike all have in common?… Derek Jeter. Over his 20 yr career Jeter has collected almost as much endorsement $$ as he has playing for the Yanks & the late Mr. Steinbrenner. According to baseballreference.com Jeter has made over $265M in salary from the Yankees (that includes this yr’s salary where Derek took a $5M pay “cut” from the previous yr to a measly $12M for the 2014 campaign). So why do car, beverage, safety razor, watch & athletic apparel firms all want to be associated with Mr. Jeter? Simple b/c he’s the face of America’s past-time, baseball. Whether he is winning a World Series with the Yankees (which he has done 5-times) or rumored as dating one of America’s favorite celebs (the likes of Mariah Carey, Jessica Biel & Minka Kelly), marketers just can’t get enough of Jeter and his 20 yr reign in baseball being MLB’s “good boy”.

We could fill this entire Scope with Mr. Jeter’s accomplishments but maybe his most impressive feat isn’t All-Star Game MVP or Rookie of the Year or even World Series MVP but being ranked #11 in Fortune Magazine’s 2014 50 Greatest World Leaders. WOW! What qualifies Jeter to be among the ranks of Fortune’s CEO’s, World Politicians, the Pope & the Dalai Lama? Is it his role as a World Series champ for America’s most valuable baseball team or maybe captaining that team for 12 years? No, plenty of guys have won the championships and awards that Jeter has. It is as Fortune puts it he “remains the type of role-model player that even a Red Sox fan must grudgingly respect”. In a time in baseball history where many superstar players have stained the game (for using steroids and lying about using them) Jeter has lead by example for 20 yrs and has become that role-model that every little kid wants to emulate and every sponsor wants to have as an endorser. The world of sports doffs its hat to Mr. Jeter.

When the end of Derek Jeter’s great baseball career comes there are plenty of folks wanting to get one last taste of that Big Apple $$ pie. Jeter’s sponsors are doing it and even MLB made a 30 sec ad this week tributing #2. In July Air Jordan released a 90 sec ad showing New Yorkers, Yankees fans & even Red Sox fans giving the captain the old cap tip as a sign of respect. Last week long time sponsor Gatorade released a 90 sec ad showing Jeter soaking up the atmosphere on one of his final days heading to Yankee Stadium. Aside from Jeter’s sponsors, ticket holders are cashing in as well. According to Eric Fisher of (Sports Business Journal) the avg tix price at Fenway Park for Jeter’s final MLB game is over $530 and the avg tix price for his final game at Yankee Stadium is over $840. To put those prices in perspective the Red Sox and Yankees had the 2 highest avg tix prices according to the 2014 FCI at $52.32 for the Sox & $51.55 for the Yankees. Tix prices aren’t the only things that have sky rocketed around Mr. Jeter, so has his memorabilia. According to a recent Forbes article Jeter memorabilia prices have been soaring from a “rookie card” going on eBay for $1,625 to a game-used bat from Jeter’s 1st World Series in 1996 for $150,000! WOW! We tip our caps here at the mIKE-rOSCOPE to Mr. Jeter. Raised in Kalamazoo, this sure fire Hall of Famer is among Michigan’s finest & a “role-model” for the ages. May his career after baseball be as illustrious as it was playing baseball.

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About bernacmd

For over 24 years, University of Detroit Mercy Marketing Professor Michael Bernacchi, Ph.D., J.D, has produced "uNDER tHE mIKE-rOSCOPE", a newsletter discussing current "marketing and advertising¹s bends, trends & ends." A well-know fixture in Detroit and national media, UDM's marketing guru has made several appearances on CNN's "Talk Back Live," the Voice of America worldwide radio network (VOA), ABC, CBS, NBC, MSNBC and on the pages of Sports Illustrated, Time, TV Guide, the New York Times, USA Today, the Wall Street Journal and the Washington Post, to name a few. At University of Detroit Mercy, he has taught courses in Marketing Management, Consumer Behavior, Marketing Communications, Research and Corporate Social Responsibility and Sports and Entertainment Marketing. Michael Bernacchi can be reached at 313-993-1116 or bernacmd@udmercy.edu. Please appropriately attribute the following for their work on uNDER tHE mIKE-rOSCOPE: Yen Ju Lee Robert Rouse Vidhyasagar Natarajan Eric Baumgardner & Ian Young
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