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PRESS ROOM Press Release/ Announcements About Sports Media Challenge Contact Information: Kathleen Hessert, CSP President E-mail: khessert@preptowin.com Tel: 704.365.5027 MAILING ADDRESS: Sports Media Challenge 2700 Coltsgate Road Suite 203 Charlotte, NC 28211

News Release October 15, 2001 Kathleen Hessert evaluates Barry Bonds through the eyes of corporate endorsers. . . Think: Nike & Michael Jordan, Goody Headache Powder & Richard Petty, Buick & Tiger Woods. Advertisers often align themselves with famous athletes because their high-profile personalities can make the company and its products household names. But when the image of an athlete is tarnished, advertisers look elsewhere for their endorsers. On his way towards baseball's single-season home-run record, San Francisco slugger Barry Bonds is being treated like any other singles hitter. Even after 71 homeruns, the media attention has not brought large endorsement riches Bonds' way. According to Business Week, communication experts are blaming Bonds' standoffish demeanor for the lack of endorsement attention. For the past two years, Bonds hasn't shown up for the Giants team picture, and has often skipped out on other team activities. His personal warm-up coach works individually with him through pre-game stretching exercises, and his personal nutritionist prepares his post-game meal while teammates enjoy a buffet dinner. In the clubhouse, along with his personal television and leather recliner, Barry has three lockers while his teammates have only one. Business Week contacted Kathleen Hessert, president of Sports Media Challenge as a communication expert in their story on Bonds' lack of commercial appeal. "Why would a company align itself with a person who's not likable?" she asked. "Barry Bonds hasn't made himself likable yet." Though Bonds endorses Armour hotdogs and Pacific Bell, larger endorsement opportunities have not been made available. Many companies might have offered endorsement opportunities if Bonds had been more public-oriented during his 16-year career. According to Hessert, athletes with exceptional skill must also possess the ability to communicate effectively with the public. Without effective public relations skills, athletes do not posses the whole package, and therefore cannot reach their full potential in the eyes of the public. CONTACT: Sports Media Challenge www.sports.mediachallenge.com