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October 27, 2003 | Advertising Age |S-6 AdAgeSPECIALREPORT SPORTS MARKETING

PAYOFF TIGER MICHAEL ANNA LANCE PITCHES WOODS JORDAN KOURNIKOVA ARMSTRONG ANNUAL INCOME of $10 million is de rigueur in the world of top athlete endorsers unless you’re Tiger Woods or LeBron James. Then it’s peanuts. Burns Sports & Celebrities annually compiles a list of the top 10 sports endorsers, based on a HOW LIKELY TO BUY survey of marketing ENDORSER'S PRODUCT? pros who make hiring decisions for such Woods, 27, made Jordan at his peak Tennis trophies have Cyclist, 32, wins record- endorsements. $70 million last year could pull in $50 eluded the 22-year-old, tying fifth Tour de France. Advertising Age used from appearances million a year in but endorsement deals ■ PRESENT/PAST that list as a basis for a and endorsements, endorsements, Burns haven’t. Her latest feat on ENDORSEMENTS Knowledge Networks says Forbes. “He is the No. 1 estimates. The 40- the court was on the other INCLUDE: Bristol-Myers survey gauging how consumers perceive these endorser in terms of year-old basketball side of the microphone— Squibb Co., Coca-Cola, Nike, popularity with advertisers icon is said to be on a three-day stint top athletes’ effectiveness as product endorsers. PowerBar, Subaru, Trek and income earned the prowl for his own reporting on the U.S. bikes, U.S. Postal Service. (Kobe Bryant, No. 3 on Burns’ 2002 list, is annually,” says Burns NBA team to buy. Open for USA excluded here in light of the potential impact of President Bob Williams. ■ Network. the sexual assault charges against him.) PRESENT/ ■ ■ Mr. Woods and Michael Jordan lead Burns’ top PRESENT/PAST PAST PRESENT/ ENDORSEMENTS ENDORSEMENTS PAST ENDORSEMENTS 10 ; for the remaining eight, annual endorsement INCLUDE: American INCLUDE:Ball Park INCLUDE: Adidas, income usually ranges between $10 million and Express, Accenture, Franks, Gatorade, Berlei’s Multiway $15 million. Mr. James was added to the KN survey Buick, EA Sports, Nike, Hanes, McDonald’s, sports bra, Xbox. by virtue of the $100 million in endorsements he Rolex, Tag Heuer, Target, MCI WorldCom, signed right out of high school. Titleist. Nike, Rayovac.

SHAQUILLE VENUS & SERENA WILLIAMS BARRY TONY LEBRON O’NEAL Difficult time for Williams BONDS HAWK JAMES sisters. Both sat out U.S. Open this summer due to injuries, but that pales beside the murder of their older sister last month. Serena, 22, beat Venus, 23, earlier at Wimbledon. There’s Shaq, 31, is pushing for a speculation the Although ESPN the Don’t tell this 18-year-old three-year contract sisters are losing Magazine featured the San from Akron that you need extension, but the L.A. interest in tennis. Francisco Giants slugger a college diploma to make Lakers may be balky about ■ VENUS’ last month in a cover story the big bucks. Without acceding to their 7-foot-1 PRESENT/PAST headlined “The Sad Skateboarder having played a second of center, who’s been plagued ENDORSEMENTS Summer of Barry X-traordinaire Hawk, 35, NCAA or NBA hoops, the by injuries and isn’t getting INCLUDE: Avon, Bonds,” the 39-year- says he’s retiring from latest “next Michael any younger in a league full McDonald’s, Reebok, old reached 658 competitive boarding. Jordan” signed more than of twentysomething stars. Sega, Wrigley gum. career home runs this ■ $100 million in season—two shy of the PRESENT/PAST endorsement deals. All ■ ■ PRESENT/PAST SERENA’S all-time record set by ENDORSEMENTS eyes will be on James as ENDORSEMENTS PRESENT/PAST his godfather, Willie INCLUDE: Activision, he takes to the court for INCLUDE: Burger King, ENDORSEMENTS Mays. Coca-Cola, Diet Mountain the Cleveland Cavaliers. Digex, Electronic Arts, INCLUDE: Avon, Dew, Frito-Lay’s Go Microsoft, Nestle, Pepsi- Close-Up toothpaste, ■ PRESENT/PAST Snacks, Gatorade, H.J. ■ ENDORSEMENT Cola, Radio Shack, Konami videogames, ENDORSEMENTS Heinz Co.’s Bagel Bites DEALS INCLUDE: Nike, Reebok, Spalding, Starter, McDonald’s, Puma, Sega, INCLUDE: Fila, KFC, and Hot Bites, McDonald’s, Powerade, Sprite, Upper Taco Bell. Wilson, Wrigley. Nike, Schwab. Pepsi-Cola, Quiksilver. Deck.

Go to knowledgenetworks.com for more on this survey, including results broken down by gender, age and household income. Tiger Woods by Erik S. Lesser, Lance Armstrong by Nebinger Frederic, Serena Williams by Odd Andersen, Tony Hawk by Robert Beck/Icon SMI 503