Nov 5, 2010, 11:29 AM EST
I’m not sure what to make of Derek Jeter’s total value. That is, his value as both a baseball player and a piece of marketing and good will and all of that. And those are the terms in which his current contractual situation are being played out.
There’s just so much uncertainty there. I think those who say that Jeter is irreplaceable or that he’s worth tens of millions as a personality alone are frankly deluded. There’s a value to that stuff, sure, but I don’t think it’s that great. At the same time, anyone who completely discounts the notion that Jeter has some value over and above his OPS and defense is loony too (not that I’ve seen anyone totally discount it). It’s just that unless you’re privy to all of the numbers the Yankees and Jeter’s representatives have along those lines, you can’t know this stuff. And even those people then have to take a leap of faith because the numbers don’t tell the whole story.
Still, I think we can recognize baloney when we see it, and there’s some baloney in this morning’s article by Bob Raissman, in which he quotes an alleged expert on sports marketing who thinks that Jeter would be valuable to any team who is launching a regional sports network like YES. The example he uses is the Astros, and he drops this beauty:
“Jeter’s presence at a fledgling regional sports network has value,” said Lee Berke, president of LHB Sports, Entertainment & Media Inc., a company that advises sports and entertainment properties on network start-ups. “Jeter’s leverage is this: Suppose he goes to a team that’s just developing a network, like the Astros.
“You’re out there trying to sell the network to cable systems for the first time,” Berke said. “When a team doesn’t have a record of recent success, you’ve got a real advantage saying (to cable operators) ‘We’ve got Derek Jeter. We are committed to excellence.'”
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