First $1 Million Endorsement Deal

Newk's Bender on the Game

Throwing you a bender because I just thought you should know…

A true icon and pioneer died this past week. A man and legend in the sports world who paved the way for the modern athlete and the millions of dollars they can generate in endorsements. While his athletic feats and accomplishments should not be glossed over, this edition of The Bender wonders if today’s athlete even knows who to thank and acknowledge for blazing this profitable trail.

Peyton Manning is clearly in the forefront of our minds when it comes to endorsing products and earning $15 million in 2011 from the companies of the products he was selling. Does he know who to thank? By the way, how often does Manning go bowling, either by himself or with Eli, Archie and Andrew Luck?

In golf, Tiger and Phil pulled in $60 and $57 million respectively to convince us that these are products we must have. I am hoping they gather several times a year to have a beer and roll a few games at their local bowling alley.

Baseball had Derek Jeter pulling in $10 million and A-Rod receiving $4 million in endorsement fees while both being in the same New York market, a city that is filled with nightly leagues at local lanes.

In 2011, we saw Michael Jordan, a retired athlete no less; earn about $60 million in endorsements. At one time, he even earned $1 million annually from a deal with AMF Bowling. I don’t exactly remember Jordan as a bowling legend and frequent kegler, but I am sure he cashed the checks from AMF.

I could go on and on with the plentiful amounts athletes earn from companies wishing to increase sales and exposure of their products….all the while wondering if they say a little thank you each night to the man who was a champion of the endorsement deal.

And I mention the bowling references for each athlete since I am hoping they may be aware that the hero they all secretly thank is that famous bowler Don Carter. This made me recall Carter, known as "Mr. Bowling," as the game's original superstar. He was the sport’s most recognizable name, its leading force, and he became a charter member of the PBA Hall of Fame in 1975.

But most importantly to the previously mentioned athletes, and many others, Don Carter was also the first athlete in American sports history to sign a $1 million marketing endorsement contract, with bowling ball manufacturer Ebonite in 1964.

So let’s gather all those famous athletes of today, head to the alleys, roll a game, lift a bottle and say thanks to Don Carter.

All this because I know more about nothing…

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