Ricky Williams' short-lived retirement and admitted marijuana use might cost him millions in potential endorsement deals.
By Sarah Rothschild
The Miami Herald
October 12, 2005
Photo: John Vanbeekum/Herald Staff
IN ABUNDANCE: Ricky Williams’ jersey sales have taken a hit.
Once leery teammates are now embracing his return Sunday.
Fans are willing to forgive and forget as long as he regularly finds the end zone.
But forgiveness for Ricky Williams might not come as quickly from Madison Avenue.
'There is no Campbell's Soup in Ricky Williams' future right now,'' said Marc Ganis, president of Sportscorp, a Chicago-based sports consulting firm. ``At this moment in this time I can't imagine any major national company wanting to align themselves with Ricky Williams.''
The timing of the enigmatic running back's retirement last year and his admitted marijuana use figure to cost him several million dollars in endorsements, according to marketing experts. They did, however, say he could draw interest from counterculture sponsors such as energy drinks and upstart apparel lines.
Prior to his retirement, Williams' agent Leigh Steinberg said his client had endorsement deals with Nike, EA Sports, Oakley, Paxil and Warren Henry Automobiles in Miami. Now, he is only under contract with Nike, though Steinberg said about 15 sponsors have approached him with proposals for potential deals following Williams' arrival at Dolphins training camp last summer. The suitors, Steinberg said, range from food products to apparel.
In the meantime, Steinberg said he has been flooded with requests for appearances and interviews with Williams. His seekers include: The New York Times Sunday Magazine, Rolling Stone, GQ, every major TV network, several reality television series and 15 authors eager to write books on him.
''He was hurt by his decision,'' Steinberg said of Williams' decision to retire last year. ``Clearly it was a painful year in terms of his public image, but the healing process began when he returned and he's worked very, very hard to become a productive part of a football team.''
Some experts believe some sponsors will use a wait-and-see approach to measure Williams' marketability.
''Ricky does have the opportunity to be a viable product endorser as long as he maintains a sincerity about his willingness to commit to the team and play by the rules,'' said Scott Becher, president of Sports & Sponsorships, a Miami Beach-based marketing firm.
`MR. COOL'
Although Williams does not fit the ''cookie-cutter'' mold some sponsors flock to, Becher said overcoming adversity and helping improve the Dolphins could give Williams greater appeal.
''If Ricky leads the Dolphins to the playoffs he will be Mr. Cool, and the endorsements will follow,'' Becher said. ``It might be Hooters instead of McDonald's, but there will be dollars thrown at him.
``Those that fit with Ricky will gravitate toward him as long as he's playing well. And as long as he appears to be honest and forthright with what happened last year could very well end up being a blip in his career.''
And if Williams plays well, and the Dolphins win, chances are his jersey could become a popular item again. In 2003, Williams had the third-best selling jersey, according to NFLShop.com, behind Falcons quarterback Michael Vick and Giants tight end Jeremy Shockey. Last year, some fans wore his jersey to Dolphins game but covered his name with black tape.
This season, Williams jersey is not ranked in the top 25 in sales.
A quick survey of nearly a dozen sporting-goods stores in the Miami area revealed that several don't carry Williams' jersey. The Dolphins declined to discuss details of his jersey sales at the Dolphins Stadium team store.
At Midway Sporting Goods in Miami, Williams' jersey hasn't been flying off the rack. Manager Tony Cabal said the store used to offer his jersey in four colors-orange, white, navy and aqua-but now only has it in white and aqua.
''He was the best-selling jersey we had,'' Cabal said. ``Hopefully with him coming back, there will be a little bit of a rush.''
REPUTATION ISSUES
Mike Paul president of New York City-based MGP & Associates PR, has expertise in reputation management and has counseled numerous professional football, baseball and basketball players, boxers and Olympic athletes in the past 17 years.
Although Williams has pledged his commitment to the Dolphins, Paul said his image needs repairing.
'I would be telling him, `The same way you have a war room for the game, we need to have a war room for your reputation, for coming back. But the goal is to be even better than you were before,' '' Paul said.
The strategy Williams should employ should center on being accountable, transparent, humble and truthful, Paul said.
'He needs to be able to say, `I have a lot to prove, a lot of pressure on me and that's one of reasons I decided to retire in the first place,' '' Paul said. ' `I understand what it's going to take when I come back, and I'm willing to work and not just talk about it. You're going to see me working late nights, I owe my teammates, and this is not about me.' ''
