What do you think when you think of Albert Pujols? Triple Crown Threat? World Series Champ? Half-Man, Half-Machine? Regardless, whether you’re a Cards lover or hater it’s impossible to pinpoint a weakness in his game. Just look at his stats this year: .332 BA, 32 HR, 87 RBI, .456 OBP, .723 SLG, 1.179 OPS, and 10 SB. He’s putting up those numbers (1st in the MLB in each category above except BA and SB’s) while striking out only 35 times in 307 at bats and consistently making highlight reel plays at first base. Quite frankly, the man is having an absurd season and will have a more than legitimate chance to become the first triple crown winner since Yaz in the sixties.
What’s even more absurd is that he’s having a career year (or as close to a career year as a lifetime .334 BA, .427 OBP, .630 SLG hitter can achieve) and he has rarely been the top headline. As in the past, the media has been fixated with underdog stories like Zack Greinke and Raul Ibanez and the continuing steroids saga as A-Rod and Sammy Sosa have been exposed as former users. The media loves new or controversial stories: phenoms like Bryce Harper, lovable underdogs like last year’s Rays, and, obviously, Manny continuing to be Manny (whatever that means nowadays).
In the midst of the fresh excitement, this year, like every other year, you’ll find Albert being, well, Albert. ESPN got it right: he is no doubt “a machine.” But where is his media buzz? Why do we see Josh Hamilton, and not Pujols, on ESPN every day when he was on the DL for the better part of the first half? Why does Jimmy Rollins, and not Pujols, lock up a lucrative deal with Red Bull when his career and season numbers pale in comparison?
I’ll tell you why: Albert hasn’t achieved his marketable potential. Sure he just signed a deal with Nike but he is far from the face of that brand. He is well-spoken and well-intentioned as he possesses a humble personality and has established his own charity but he lacks the charisma and charm that drive marketability. What’s his story? What challenges has he faced in his life? What are his interests? What does he do away from the field? WHO IS ALBERT PUJOLS?
Obviously, nothing is better for your marketing potential than being a machine on the field. His in-game production, flawless image, and superb baseball IQ have won him excellent credibility amongst his teammates and other players. But until Albert can shed the mechanical image off the field, his marketability will remain low. For endorsement deals to work there must be a solid connection between the athlete’s interests and the brand he/she is promoting. Only then will the athlete endorsement ring true with fans and consumers alike.
So please Albert fill out a simple survey and list out your favorite consumer products. Talking to a copy machine is great, but you can do so much more because you are, quite simply, “El Hombre.”