Thursday, February 4, 1999

Someone To Sweat The Details

Local rep works for 35 NFL players

By Earl Daniels - Times-Union business writer

 

Doug Barnette is a fast talker.

That's because Barnette, president of Player Management International Inc. of Jacksonville, has trained himself to cram everything he needs to say into a 15-minute long-distance telephone call.
It is a lesson he learned when he found himself routinely racking up $1,500-a-month long-distance bills while staying in touch with his clients - 35 National Football League players spread throughout the country.

Barnette could be referred to as a gofer or a go-between man for athletes looking to endorse anything from cars to clothes. He does not deal with players' contracts.

''I will do anything for my clients,'' Barnette said.

His main job is to match players with companies as endorsers. But Barnette also does a host of other things that include planning athletes' family vacations, making arrangements for athletes to buy cars and houses, arranging cellular telephone service and planning charitable sporting events.
The 28-year-old Indiana native, who now makes a quaint Jacksonville neighborhood his home - and the site of his one-man home business - has carved a significant niche for himself as a sports marketing representative.

''I am a salesman,'' Barnette said. ''I sell people - that's what I do.''

Barnette's stable of clients continues to grow.

Last year, he worked for 10 players. This year, he has 35 clients, including five Jacksonville Jaguars players.

''Every player now wants to a have a golf tournament, basketball game or some kind of event now that the season is over,'' Barnette said.

From March through June, he will help stage 11 events for his clients in Jacksonville and other cities.

For instance, on April 10, Jaguars wide receiver Keenan McCardell's Touching Hands foundation, which benefits breast cancer prevention and awareness, will pit some of his Jaguars teammates against an NFL all-star team in a beach football game.

On May 22, McCardell's foundation will host a basketball game between players from the Jaguars and the Miami Dolphins.

''I like doing things that are high-profile,'' Barnette said.

While sports marketing deals are leveling off at the national level, Barnette is still finding local companies receptive to the idea of using Jaguars players to endorse their products.

Barnette helped tie together deals for:

McCardell to be a spokesman for the Jacksonville Chamber of Commerce. And in a separate deal, McCardell is the spokesman for Karl's Clothiers, a local men's clothing store. McCardell is paid for his involvement with the chamber and receives a combination of money and clothing for the deal with Karl's.

Jaguars wide receiver Jimmy Smith to be the spokesman for The Gordon Bank in Jacksonville Beach. Smith is paid for his involvement with the bank.

Buffalo Bills linebacker Sam Cowart, who is from Jacksonville, to receive an undisclosed amount of cash and free cellular phone service in exchange for personal appearances.

Denver Broncos players Vaughn Hebron and Eric Brown to receive cash and free use of vehicles courtesy of Denver car dealerships. In return, the players will make appearances at the dealerships. Both players will get a new truck every month. Also, Brown receives free long-distance cellular telephone service for a year from Sprint PCS in exchange for a radio commercial.

''This is not something players are going to get rich off of, but it is something to generate a house payment or money that can supplement retirement funds,'' Barnette said.

Most endorsement deals earn players about $5,000 to $10,000; Barnette said his cut is about 20 to 30 percent.

''Everybody thinks I make a lot of money,'' said Barnette, who said he makes $60,000 to $70,000 a year. ''I would not be in this business if I wanted to make a lot of money.''

The kind of homespun business Barnette runs was virtually non-existent 10 years ago.

''What he is doing is providing a personalized service,'' said Craig Tartasky, a sports marketing analyst at E.J. Krause & Associates, based in Bethesda, Md.

''It is sweat equity. You don't make a whole lot of money on these kind of deals. But you hope that if one of your guys makes it big, then you will be in line to work with him.''

A day in the life of Barnette is usually filled with loads of telephone conversations with his clients and companies that may want to do business with them.

Face-to-face meetings with company executives are usually riddled with laughter, a trademark of Barnette.

''I guess you have the check,'' Barnette said to Susan Sanders, president of Atlantic Advertising Group in Ponte Vedra Beach, during a meeting to finalize an advertising deal with one of his clients.
''I don't want to have to do you like those Mafia guys do, shake you upside down until the money falls out of your pockets onto the floor.''

His comment drew the expected laughter from Sanders.

In a meeting with Darlene Powers, an executive vice president of The Gordon Bank, Barnette shared photos of McCardell's birthday party.

''Doug is easy to talk to,'' Powers said. ''He has a world of knowledge and the gift of gab.''
His lightheartedness does not appear to kill a deal.

''He is easygoing, but quite professional,'' said Jay Jabour, owner of Karl's Clothiers.

''He seems to be very dedicated to the players and they seem to be dedicated to him. Whatever he says a player is going to do, he makes sure it is going to be done.

''He knows how to make a deal. Other agents have called, but they don't know Jacksonville and don't know how to close a deal.''

His business has not only afforded Barnette a way to make a living, but also a new way of life and new friends.

''My clients are my associates too, it is more than just business,'' said Barnette, who also counts Jacksonville native and Green Bay Packers safety Leroy Butler and former Jaguars receiver Willie Jackson among his clients.

Barnette's first client - Carolina Panthers safety Mike Minter - led him to Jesus Christ and baptized him under the guidance of an ordained minister.

''I was wild then,'' Barnette said. ''But I gave my life to the Lord and I have never been the same. That's why when people ask me, 'How do you do this all by yourself?' I tell them, 'I don't.' I could not do any of this without the Lord. The Lord used Mike to reach me, and I am so thankful.''

Minter also introduced Barnette to 11 other former University of Nebraska players, whom Barnette has since worked with.

Minter said he is not surprised at Barnette's success.

''He has taken advantage of the opportunities given to him,'' Minter said.