Bonds' home runs also big hit for marketers

SAN FRANCISCO (Sarah Talalay) - It's unusual to memorialize second place, but with controversial San Francisco Giants slugger Barry Bonds within striking distance of Babe Ruth's 714 home runs - second on the all-time home run list - some consider that cause for celebration.

Bonds' Miami Beach-based marketers, Pro Access, opened a San Francisco office last month to prepare for the mark and his run at 755, the record held by Hank Aaron. Trading cards, T-shirts, bobbleheads and commemorative postage stamps are planned around Bonds passing Ruth.

"Normally you wouldn't celebrate second, but because it's Babe Ruth and Ruth is a cornerstone of the game of baseball, it's significant," said Jeff Bernstein, managing director of sports and entertainment at Pro Access. "It will make Barry the No. 1 left-handed home run hitter and will serve as the front bookend for the chase for the ultimate record."

Pro Access specializes in marketing sports milestones, including Emmitt Smith breaking the NFL's all-time rushing record.

Bernstein said none of the licensees, including Majestic, New Era and Topps, has expressed concern, despite Major League Baseball launching a steroid investigation following the release of Game of Shadows, a book by San Francisco Chronicle reporters based in part on grand jury testimony alleging Bonds and other players obtained performance-enhancing drugs.

"Everybody seems to be very gung-ho based on marketing and product development," Bernstein said.

Topps, for example, tweaked the controversy with a billboard on April 1 at AT&T Ballpark in San Francisco that simply said: "Trade Barry!" By April 4, the billboard was changed to read "Trade Barry's Cards with Topps - The Exclusive Home of Barry's Home Run Chase."

The company is making a new card available at topps.com for each home run Bonds hits between 708, where he started the season, and 715. Each card will be available only until the next home run is hit. The company has also inserted cards representing each inning of this season into Topps baseball card packs. The person with the card for the inning in which Bonds hits No. 715 will win prizes, said Clay Luraschi, Topps spokesman.

"As far as collectibility goes, Barry Bonds is one of the most collectible athletes," Luraschi said. "As far as sports memorabilia and cards go, that hasn't changed at all."

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