University of North Carolina Athletics
Jordan and Hamm Most Desired Athletes In Public Relations Industry
December 19, 2001 | General
Dec. 19, 2001
NEW YORK, N.Y. - Michael Jordan and Mia Hamm are the most sought after athlete spokespersons by professionals in the public relations industry according to a recent survey conducted by Alan Taylor Communications, Inc., the leading independent agency in sports and leisure public relations. The survey revealed that public relations and marketing executives' top choice for an athlete spokesperson to represent their company's campaign would be Jordan, as a male athlete, and Hamm, as a female athlete.
Public relations and marketing executives from various sports leagues and companies were asked to select which male and female athlete would best represent their company if they were launching a new product or service in 2002. Jordan, who returned to the N.B.A. earlier this year, received 17 percent of the vote among male spokespersons, edging out the likes of Tiger Woods (16 percent) and Derek Jeter (13 percent). Hamm, the most honored female soccer player ever, received 22 percent of the female spokesperson vote and topped the likes of tennis stars Anna Kournikova (17 percent) and Venus Williams (11 percent).
"We continue to see the same familiar names as corporate spokespersons for several reasons. First, and foremost, they are the most recognizable stars in the business," said Craig Tartasky, Senior Vice-President/Executive Director, Sports Division, E.J. Krause and Associates and the Executive Director and Conference Organizer of the International Sport Summit. "Secondly, all of these athletes presently work with other companies, so they are experienced in the corporate environment. Finally, and perhaps most tellingly, the media, which has the power to create new icons, is slow to let go of its legends."
Alan Taylor Communications, founded in 1980, is recognized as one of the nation's leading independent agencies with a specialty in sports and leisure public relations and event marketing. This New York-based company also has offices in Washington, D.C. and Boston. For more information, visit the web site at www.alantaylor.com.
