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Longoria, even at 57th, in impressive company

2

February

Evan Longoria is just 24 and has played only two seasons in the majors, but he's earned a place among BusinessWeek's 100 most powerful athletes on and off the field - 57th place to be exact.

Longoria was the only player from any Tampa Bay team to make the list, which is slanted toward earnings potential and was topped by - no surprise, at least until next year's rankings  - Tiger Woods.

Noting Longoria's relatively miniscule salary ($550,000 last season, $950,000 this coming season), Business Week said: 

"Longoria is one of just two male athletes on the list not to bring in at least seven figures (he can thank the MLB pay scale for that), yet many consider the second-year pro to be the best at his position—topping even fellow power athletes A-Rod and David Wright. Combined with his marketable face, that should spell big bucks down the road."

The baseball players ranked ahead of Longoria were Albert Pujols, 4th; Ryan Howard, 14th; Joe Mauer, 19th; CC Sabathia, 32nd; Derek Jeter, 33rd; Prince Fielder, 34th; Mark Teixeira, 46th; Chase Utley, 49th; and David Wright, 52nd. Alex Rodriguez was ranked 61st. 

And how did BusinessWeek come up with these rankings?

Here is the methodology:

Working with Horrow Sports Ventures and CSE, an integrated sports and marketing firm in Atlanta, Bloomberg BusinessWeek.com developed the methodology for the 2010 edition of the Power 100 ranking of the most powerful athletes in professional sports. The Power 100 rankings are based on a blended mix of athletes' "on-field" and "off-field" performance to determine which athletes are having the greatest overall impact in the world of sports. On-field scoring is determined by statistically ranking each athlete's sports performance within his or her peer group over a two-year period. For each sport, key performance metrics include such measures as points scored, money earned, laps lead, and batting average, to name a few. This ranking is then adjusted by the overall popularity of the sport itself, based on an index of fan avidity and TV viewership. The off-field scoring is developed from hundreds of surveys on athletes and how the general public perceives them. The data was compiled by E-Poll Market Research, a leading provider of custom research services and products for entertainment and media companies, using their E-Score® Celebrity database. Athlete rankings are based on such attributes as awareness, appeal, trustworthiness, and influence. In addition, the amount of endorsement dollars each athlete earns rounds out the off-field ranking.

[Last modified: Thursday, March 4, 2010 12:15am]

    

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