Earvin Johnson Still 'Magic' in Corporate America

Source: Brandweek.com
By: Barry Janoff

NEW YORK - Many people who retire like to kick back and stay out of the spotlight. But that does not hold true for a group of retired athletes, whose name, image and personality are most appealing to corporations seeking to align with high-profile spokespersons. According to a new survey, Earvin “Magic” Johnson, who retired from the NBA in 1996, ranks first among all athletes, and Michael Jordan, who retired from active play in 2003, is third.

In fact, ten of the top 20 athletes on the list have retired from their primary sport and have moved into business, management, broadcasting and other endeavors, according to TSE's "Athlete Business Index,” a survey from TSE Sports & Entertainment in New York. The study was conducted among 213 marketing executives who use athletes for corporate purposes. Athletes were scored in ten business-related categories and given a score of 1 (lowest) to 10 (highest) in each specific area. The total score was their overall “AB” rating. Categories included keynote speech, sales incentives, charity event, trade show, and client meet-and-greet. Magic Johnson scored 99.85 out of 100.

“We survey these athletes on their ability to interact with corporate executives in a number of business specific categories,” said Robert Tuchman, president and founder of TSE Sports & Entertainment. “This survey gives us a great base of knowledge to rate talent in different types of business settings. It confirms that a lot of former players are better suited to play in the corporate world.”

The leading active player on the list is NFL quarterback Peyton Manning (No. 2). The only other active players among the top ten are Tiger Woods (No. 4), LeBron James (No. 7) and Shaquille O’Neal (No. 9). But the top ten also includes Cal Ripken, Jr., Lance Armstrong, Terry Bradshaw and Charles Barkley, all of whom have remained active and in the celebrity spotlight since retiring from active play.

“It takes a certain type of personality to be comfortable with giving a keynote speech or schmoozing with clients in a business setting,” said Tuchman, who pointed out that active stars such as Alex Rodriguez and Maria Sharapova, who both have numerous endorsement deals, did not make this list. “When you are interacting with executives it’s appealing that you can hit a baseball 500 feet, but you also have to be able to hit it off with the people you are speaking to.”

Tuchman also said that although only three female athletes made the top 20—Annika Sörenstam (No. 12), Danika Patrick (No. 15), and Venus Williams (No. 19)—women athletes are gaining strength in the area of corporate partnerships.

“We still have a long way to travel with female athletes delivering the corporate message,” said Tuchman. “[But] it’s nice to know only a few years ago we had minimal requests to secure female athletes for companies and now that number is increasing. Women are working hard to develop their respected sport and executives, along with the rest of the world, are beginning to take notice.”