Sun, Oct 27, 2002 page11

• Emmitt Smith preps marketing team for record run

  • BLOOMBERG
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  As Emmitt Smith closes in on the National Football League's all-time rushing record, his marketing team is working to make sure the Dallas Cowboys running back posts similarly impressive numbers at the bank.

  Smith's closely held company, Emmitt Zone Inc, has joined with the NFL, its players union, the Cowboys, NFL corporate sponsors and two marketing firms to sell commemorative items and produce advertisements, books and films to memorialize the feat.

  General Mills Inc will put his face on a Wheaties cereal box.

  The nine-time Pro Bowl running back might break the record as early as Sunday. He needs 93 yards to surpass Walter Payton's 16,726-yard mark set with the Chicago Bears in 1987. Whenever it happens, the marketers will spring into action, selling everything from signed photographs of Smith's record-breaking run for US$799 to autographed game balls in a display case for US$999.

  "I haven't heard of anyone ever joining forces like this" around a specific sports record, said Steve Rosner, co-founder of 16W Marketing LLC in East Rutherford, New Jersey. "He can leverage all these different groups to boost his exposure and possibly sales."

  `Merchandise Milestone' Not everyone believes Smith's record will yield a bonanza.

  Bob Williams, president of Chicago-based Burns Sports Celebrity Service, said Smith might earn $1 million to US$2 million beyond what he'd make without breaking the record.

  Jeff Bernstein, managing director at Pro Access of Miami Beach, Florida, one of the marketing groups Smith has teamed with, foresees a much larger payoff, without providing details.

  "We believe this could be a milestone in merchandise revenue," Bernstein said.

  Sammy Sosa of the Chicago Cubs earned close to US$10 million in endorsements following his 1998 battle with the St. Louis Cardinals' Mark McGwire for Major League Baseball's single-season home run record, according to Advertising Age.

  McGwire set the record with 70 home runs and earned about US$2 million. Advertising Age said he could have earned much more but rejected opportunities to preserve his privacy.

  Scott Harris, president of Mustang Marketing in Westlake Village, California, said longevity records never go over well with US sports fans. He also noted that the Dallas team has a losing record this year -- three wins, four losses.

  "The Cowboys are terrible -- there's no romance, and he's old news," Harris said. "This is a record that he's bludgeoning rather than breaking. It's 70, 80 yards a game until it's done."

  Smith's marketing team, which also includes Advantage Marketing Group of Irving, Texas, is calling the campaign "Run With History."

  Already, Smith has filmed special commercials for WorldCom Inc's 10-10-220 long distance service and Motorola Inc's T720 cellphone, both companies he has worked with before.

  Clothing and other commemorative items will be promoted through JC Penney Co. and through the Cowboys' catalogue, Web site and 25 team stores in and around Texas.

  Dave & Buster's Inc, a chain of 32 restaurant and entertainment complexes, will use the ``Emmitt Zone'' label to promote a contest whose winner will get to meet the star. And Smith is producing a coffee table book with photos of his march toward the record.

  Smith, who is 33, should capitalize now, because his popularity probably won't extend beyond the next five years, marketing executives said. He avoids the subject of retirement.

  "The buzz won't last," Williams said.

  Unlike former teammate Deion Sanders and former Pittsburgh Steelers legend, quarterback Terry Bradshaw, both now television commentators, Smith doesn't shine in front of cameras.

  `A Team Player' Smith has let his performance speak for him. At 5-foot-9 and 212 pounds, he has the speed, field vision and cutting ability of most top runners, plus some intangibles. His offensive line, for example, stayed together for Smith for most of the Cowboys' eight trips to the playoffs and three Super Bowl appearances in the 1990s.

  "Emmitt's never solicited publicity," Williams said. "He was never flamboyant or charismatic. He was a team player. Someday he'll be replaced. Someday his record will be broken."

  For now, the Cowboys will seize the Smith moment. Smith will sign and the team will sell 1,100 collectibles, including 22 sterling silver helmets going for US$10,000 apiece and authentic game helmets for at least US$500. The team also expects to sell 50,000 commemorative hats, said Bill Priakos, the Cowboys' vice president for merchandising.

  Smith, who is now in his 13th season, plans to auction many of his touchdown footballs and donate most of the proceeds to charity, Priakos said.

  Bernstein, of Pro Access, said many of Smith's ads will feature other football legends "to show respect to all the great running backs in history."

  Harris, of Mustang Marketing, is dubious, saying Smith's marketing group is pitching former stars because Smith has limited appeal.

  "They didn't have to drag out Stan Musial to honor Mark McGwire, did they?" Harris said. "McGwire's accomplishment stood on its own. He was an icon. Smith on the other hand, is a great football player who has had a long career.''
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