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NEW YORK Retired basketball superstar Michael Jordan remains marketing’s reigning MVP, according to a national survey in which sports and marketing executives named him the most effective endorser among former athletes.
Some marketers prefer retired athletes to current sports stars because former players command a lesser paycheck, said Robert Tuchman, president and chief executive officer of TSE Sports & Entertainment in New York. Marketers also relate better to retired sportsmen because those executives watched the players during their childhoods, he said.
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