NEW YORK: Golfing behemoth Tiger Woods is too much of a good thing.
That's among the findings of Alan Taylor Communications' second annual survey of PR directors and managers involved in the sports industry, including sports teams and companies that use athletes as spokespeople.
While 28% found Woods the most desirable male athlete for a spokesman, 18% found him the most overexposed, just behind tennis' Anna Kournikova at 20%. She was also the fourth most-desired female athlete, according to 13% of respondents.
"The marquee names have been leaders, but there is a sense that less might be more," said Alan Taylor VP Bret Werner. "They have great market appeal, but they might be more powerful if they weren't overexposed."
Many marquee names risk overexposure. Michael Jordan (7%) and Shaquille O'Neal (6%) were found to be the most desirable basketball stars. But more people found them overexposed, at 18% and 10% respectively.
Serena Williams' appearance as the most desired female athlete, at 20%, and her sister Venus' third-place ranking, at 15%, display the tennis-playing pair's increasing promotional power. And Atlanta Falcons quarterback Michael Vick made a solid debut as the second most underexposed athlete, at 8%.
"Vick will emerge as one of the marquee sports people," said Werner. "I bet he'll be the most desirable next year."
Texas Rangers shortstop Alex Rodriguez was ranked most underexposed, at 10%. And 13% of respondents thought the NFL demonstrated the best use of PR by a sports organization.