We get it: Jeter & Yanks, worth a lot to each other

“He has tremendous value, but it is very hard to quantify,” [Marc Ganis, president of Sports Corp Limited] said. “It is almost impossible to do. He is worth more to the Yankees than any other team. The Yankees are worth more to him in endorsements than any other team.”

But it isn’t an A+B=C kind of thing for either side. Jeter, according to Ganis, has millions of dollars worth of endorsements from Gatorade, Jordan Brand, Gillette and Ford. If Jeter stays with the Yankees, Ganis envisions Jeter’s commercial brand lasting the rest of his life.

“He becomes the Arnold Palmer of baseball,” Ganis said comparing Jeter and Palmer’s endorsement prowess. “He provides a direct link to the great Yankees past and its future.”

To recap:

  • Jeter can make more as a lifetime member of the Yanks through endorsements for life.
  • The Yanks can also benefit as a brand by staying associated with Jeter for the rest of his career.

Never has the answer been so obvious, yet there’s no avoiding the fact that we will have to go through some sort of painful birthing process before this is behind us.

IIATMS overlord and founder. ESPN contributor. Purveyor of luscious reality.

5 thoughts on “We get it: Jeter & Yanks, worth a lot to each other

  1. yeah pretty much. The new NBA2K11 has Jordan on the cover, the only time a video game ever had a retired player on it, specially one that long. Jeter's brand will last forever it seems. I can picture Jordan brand jeter batting gloves comming out in yankee colors 10 yrs from now

  2. If the Yankees at some point put their foot down and say 12 million per year for 2 years (well above what he deserves in relation to his age and production), what does Jeter do? Presumably, no other team would offer him even close to that and he wants to finish his career as a Yankee. What real leverage does Jeter have to negotiate a bigger contract? Would he risk tarnishing his image and sign with another team (for less money)? He would be stupid to do so. So what leverage does he really have?

    • JP.

      Waitfor28, this has generally been my thinking all along. Jeter's leverage isn't derived from any extra value he provides to the Yankees. It's determined by what other teams are willing to pay, unless he's actually willing to walk away to take less money elsewhere (NO way that happens). The Yankees should understand that the market for a 36 year old declining SS is going to be weak.

      He can try to engage in brinksmanship, and hope the Yankee front office gets too scared at the prospect of a massive PR nightmare. But look, would the fans be pissed if the Yanks failed to sign Jeter? Yes. But will they still tune in and pack the stadium as long as the Yanks are contenders? Yes. I don't buy this idea that Jeter alone dramatically changes how many fans come to the park. He's not Barry or Strassburg.

      If I'm Cashman/Hal, I just open with a totally fair offer, like the one you proposed, and call his bluff. Let him talk to other teams. Let him see what the market looks like. Let him come sign a fair but still generous deal. Worst case scenario, he bails, Yanks slash 20 mill from the payroll, and go hard after Lee and Crawford/Werth.

      The Yankees have WAY more leverage here. Let's see if they understand that, and know how to use it.

      • Couldn't have said it better myself- and Jeter has been my favorite player since I started following baseball at the age of ten (11 years ago). I would be very irritated if he gets anything close to what he's been making the past ten years.

  3. Evan

    Anyone else think that instead of offering Jeter lots of cash, they should offer him about 1-2% equity in the Yankees?? Hell, I feel like getting paid in Yankees equity is better than making cold hard cash, because in reality, is there anything that is more recession-proof than the Yankees brand???

    I don't know why I haven't seen this idea mentioned more often…but to me, it makes perfect sense. If I was Jeter, I'd take it without thinking twice, and as the Yankees, it's a good way to ensure that everyone gets what they want. Jeter would then be working "for free," similar to what Steve Jobs does w/ apple, and then the Yankees can guarantee that Jeter remains a part of the organization for the rest of his life.

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