Tuesday, October 19, 1999

Off Field Paydays
Torre, Valentine capitalize on teams' success

By PETER GRANT
Daily News Business Writer

ankees manager Joe Torre is in the major leagues when it comes to making big bucks from endorsements — especially compared with his crosstown rival, the Mets' Bobby Valentine.

Torre rakes in more than $1 million a year from pitching everything from real estate to the Daily News. He is among the three top-earning managers and coaches in sports, along with Miami Heat coach Pat Riley and Jets boss Bill Parcells.

Joe Torre (l.) with Bobby Valentine

Torre's greater value as a promoter reflects his success at managing the Yankees to World Series victories in 1998 and 1996 with an unflappable demeanor.

Until this year, the more controversial Valentine had the distinction of managing the most games without making it to the post-season.

Corporate America has flocked to Torre with commercial offers and speaking engagements that can pay up to $30,000 a pop because of his ability to deal with challenges and personal travails — his prostate cancer, his brother's heart transplant and his skill at diffusing controversy.

"He's a real guy and that comes through whether you're a fan or not," said Maury Gostfrand, Torre's marketing agent. "You couldn't write a better script."

Sports marketing experts estimate Valentine makes a fraction of what Torre earns. He has one big job as a pitchman: for Manchester Equipment Co., a computer consulting firm based in Hauppauge, L.I.

His only big TV spot is one now being aired by Continental Airlines in which he shares the limelight with — you guessed it — Torre. "There's no question that Torre has the upper hand in the marketing battle," said Steve Rosner, talent manager for SFX Entertainment's sports group.

Century 21 Real Estate chose Torre to represent the perfect baseball coach in its TV commercial fantasizing what moving into a new town would be like if life were perfect. In that idyllic town, media shrink Dr. Joyce Brothers is the school guidance counselor, TV chef Emeril Lagasse is the next door neighbor and Torre is the baseball coach.

Torre has also proved himself skilled in articulating his philosophy of what it takes to be a winner.

He regularly gives motivational speeches at sales conferences on the combination of serenity, optimism and determination.

Torre's message also is out in a new book, "Joe Torre's Ground Rules for Winners," which is in its first printing of 100,000 copies. He's estimated to take in about $500,000 for that effort.

Valentine also is getting into the motivational speaker circuit. He has gotten high marks as a pitch man for Manchester Equipment, which got to know him on a job for the Mets installing a new computer system.

Endorsement experts estimate that Valentine makes up to $100,000 from his deal with Manchester.

Valentine appears at sales meetings, as well as dinners and other events that the company throws for its customers.

"He gives a great presentation on how to take personal responsibility for your own success," said Dick Wurst, Manchester's marketing director.