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CNN Saturday Morning News
Interview With Rick Horrow
Aired July 19, 2003 - 09:05 ET
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
THOMAS ROBERTS, CNN ANCHOR: Well, for Kobe Bryant, the future definitely in a lot question here. Regardless of the trial's outcome, can he repair his reputation, also remain in sports and a marketing superstar? A lot of questions here.
For some perspective now, we want to get that from Sports and Legal Analyst Rick Horrow. He joins us now from West Palm Beach, Florida, to fill us in on this.
And, Rick, you know, where do we start here? When you talk about this and Kobe Bryant's future, first of all, we have to presume this man is innocent until he goes to trial, but there are Ramifications, especially in endorsement deals here.
RICK HORROW, CNN SPORTS & LEGAL ANALYST: Well, you know, ever since Kobe signed in '96 as the darling for Sprite to resuscitate a brand, Upper Deck, other companies -- it's a $5-million to $11-million annual deal for him, even before Nike. And Nike's putting $45-million extra in his pocket. Their spokespeople say they've to analyze things.
But, remember, even before a trial, he immediately admitted infidelity, and, even though that's not enough to invoke a morals clause in a contract usually, it's enough to present some rocky endorsement roads for Kobe Bryant in the months ahead to be sure.
ROBERTS: But, Rick, there are probably some other major sports figures that have admitted adultery in the past and have gone on to make a future as an endorser.
But, in this situation where there could be some legal ramifications, such as criminal charges and the fact he could be found guilty of something beyond consensual sex, really leads one to think about the fact that Kobe really won't be someone that endorsers and marketers are going to want to touch.
HORROW: Well, you know, the NBA specifically has been looking for someone to take the Michael Jordan -- the $13-billion economic impact mantle for a while after his retirement.
Is it Yao Ming and his three-billion impressions? Is it LeBron James and the $90-million deal they did with Nike before he laced up his shoes? Is it Shaq and his image?
Well, maybe on all three, but certainly not Kobe Bryant, at least in the short term. Last week, the NBA was celebrating a 9-percent increase in salary cap revenues. This week, they're worried about their tarnished image once again.
ROBERTS: Rick, when it comes to looking at this down the line, Kobe Bryant aside, just the fact that a lot of companies out there are picking these stars to represent their products, are we going to see a shift coming down the line where a lot of companies just say, you know what, we're probably better off not to make an investment in such and such because who knows what's going to happen two, three years to come?
HORROW: Well, certainly maybe because this is a situation where the endorsement industry represents a $50-billion sports industry, and, of course, we know athletes move product. Allen Iverson increased Reebok sales 37 percent his first year.
But the problem is you can't guarantee long-term image. Mark Chmura, for example, and guys like O.J. Simpson -- remember, he was a media darling in the early '90s before his problem. And Hertz dropped him.
Because you can't guarantee that long-term behavior, look for corporations to more selectively target athletes and enter into deals that are shorter, smaller, and easier to terminate.
ROBERTS: And, Rick, endorsements aside, what about his future on the basketball court? How is this going to affect his playing status, and I guess, you know, the fact that he wants to stay with the Lakers?
HORROW: Well, you know, here's a five-time all-star averaging 19 points a game. They just signed Karl Malone and Payton, and they were making another championship run.
As to whether the legal issues will keep him on the floor or not, we'll have to see how that goes down the road. As to whether he'll be distracted, he's not Superman, you've got to believe there's going to be some affect. We'll see what happens on that issue as the months go by.
ROBERTS: Rick Horrow, we appreciate your time this morning. Good to talk with you. Appreciate your insight.
TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com
Aired July 19, 2003 - 09:05 ET
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
THOMAS ROBERTS, CNN ANCHOR: Well, for Kobe Bryant, the future definitely in a lot question here. Regardless of the trial's outcome, can he repair his reputation, also remain in sports and a marketing superstar? A lot of questions here.
For some perspective now, we want to get that from Sports and Legal Analyst Rick Horrow. He joins us now from West Palm Beach, Florida, to fill us in on this.
And, Rick, you know, where do we start here? When you talk about this and Kobe Bryant's future, first of all, we have to presume this man is innocent until he goes to trial, but there are Ramifications, especially in endorsement deals here.
RICK HORROW, CNN SPORTS & LEGAL ANALYST: Well, you know, ever since Kobe signed in '96 as the darling for Sprite to resuscitate a brand, Upper Deck, other companies -- it's a $5-million to $11-million annual deal for him, even before Nike. And Nike's putting $45-million extra in his pocket. Their spokespeople say they've to analyze things.
But, remember, even before a trial, he immediately admitted infidelity, and, even though that's not enough to invoke a morals clause in a contract usually, it's enough to present some rocky endorsement roads for Kobe Bryant in the months ahead to be sure.
ROBERTS: But, Rick, there are probably some other major sports figures that have admitted adultery in the past and have gone on to make a future as an endorser.
But, in this situation where there could be some legal ramifications, such as criminal charges and the fact he could be found guilty of something beyond consensual sex, really leads one to think about the fact that Kobe really won't be someone that endorsers and marketers are going to want to touch.
HORROW: Well, you know, the NBA specifically has been looking for someone to take the Michael Jordan -- the $13-billion economic impact mantle for a while after his retirement.
Is it Yao Ming and his three-billion impressions? Is it LeBron James and the $90-million deal they did with Nike before he laced up his shoes? Is it Shaq and his image?
Well, maybe on all three, but certainly not Kobe Bryant, at least in the short term. Last week, the NBA was celebrating a 9-percent increase in salary cap revenues. This week, they're worried about their tarnished image once again.
ROBERTS: Rick, when it comes to looking at this down the line, Kobe Bryant aside, just the fact that a lot of companies out there are picking these stars to represent their products, are we going to see a shift coming down the line where a lot of companies just say, you know what, we're probably better off not to make an investment in such and such because who knows what's going to happen two, three years to come?
HORROW: Well, certainly maybe because this is a situation where the endorsement industry represents a $50-billion sports industry, and, of course, we know athletes move product. Allen Iverson increased Reebok sales 37 percent his first year.
But the problem is you can't guarantee long-term image. Mark Chmura, for example, and guys like O.J. Simpson -- remember, he was a media darling in the early '90s before his problem. And Hertz dropped him.
Because you can't guarantee that long-term behavior, look for corporations to more selectively target athletes and enter into deals that are shorter, smaller, and easier to terminate.
ROBERTS: And, Rick, endorsements aside, what about his future on the basketball court? How is this going to affect his playing status, and I guess, you know, the fact that he wants to stay with the Lakers?
HORROW: Well, you know, here's a five-time all-star averaging 19 points a game. They just signed Karl Malone and Payton, and they were making another championship run.
As to whether the legal issues will keep him on the floor or not, we'll have to see how that goes down the road. As to whether he'll be distracted, he's not Superman, you've got to believe there's going to be some affect. We'll see what happens on that issue as the months go by.
ROBERTS: Rick Horrow, we appreciate your time this morning. Good to talk with you. Appreciate your insight.
TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com
