Marketing Athletes for Sochi: Sportfolio (12/5)

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Dec. 5 (Bloomberg) -- Speed skater J.R. Celski hopes to win Olympic gold at the Sochi Games, and his sponsors hope to benefit from his success. CEO Mike Principe explains how The Legacy Agency will manage and leverage Celski's corporate partnerships. As college football heads towards the final Bowl Championship Series, Big Ten Commissioner Jim Delany discusses the development and business structure of the playoff system that will take effect next year. (Source: Bloomberg)

The games are fast approaching and the races on to market the world's best athletes.

It is important for us to activate three the olympics.

If i do well, i will get my face on a box.

Big ten commissioner takes us inside the workings of the new system.

We prove that we could get in the room and resolve the issues.

Meet the man who put up the cash to keep the kings in sacramento.

He has plans to build the franchise of the future.

Sports business moves fast, but we are faster.

Sportfolio starts right now.

I am rick coro.

Welcome to sportfolio.

The 2014 winter olympics are 10 weeks away and is always a handful of athletes will come away from the games with more than just metals.

They will raise their profiles and become movers and the sports and entertainment marketplace.

What american hopes to become a household name.

He sat down with pimm fox to share his compelling story.

I went up putting six inches of my right blade into my thigh.

I bounced off the board.

I was looking at this and wonder what was going on.

I cut myself all the way to my femur bone.

I was in top shape going into olympic trials.

I had to leave it up to my support system to bring me back.

My family was there for me, friends, sponsors.

60 stitches.

It was a shark bite.

What did you learn from vancouver?

I was 19 going into vancouver.

I was a teenager looking to have a good time.

Now i can go into this game with a clear vision of what i am going there to accomplish.

All of the years i have put into training and practicing onto the ice.

What is the financial pressure of being in the sport you are in?

It is tremendous how much we trade and how much we are not able to support for ourselves.

Liberty mutual is stepping in and helping me to fund my goals in my dreams of being an olympian again.

Without that, i would not be able to do the sport at all.

When the olympics are coming up, the sponsors reach out.

Do you want your face on wheaties?

I'm sponsored by them as well.

If i do well, i will get my face on a box.

He is from suburban seattle.

If he can -- the ceo of the legacy agency which represents him, welcome.

It is easy to understand the marketability, but this man has an interesting back story.

He is a fantastic individual.

He is 23 years old, but he is mature beyond his years.

He spent his entire life fighting back from injury, which you effort before.

Since he was a kid, he has been dedicated.

He is driven, he is a winner.

He has interests outside of this, such as music.

He has done documentaries.

He is the kind of -- he is a kind of a guy you would want your daughter to have a relationship with.

He is a wonderful guy.

He can skate very quickly.

Resilience and persistence.

If he does not succeed or dominate, he is still marketable?

We think he will do a terrific job, but you are right.

His story translates regardless of what happens on the ice.

The sponsors?

He has a number of them.

We have tried to craft a family- friendly environment.

Png, wheaties, smokers, nike -- smoucker's, nike.

It sounds like you want to hug the guy.

The challenge is to make it relevant for two weeks.

Official sponsors, individual sponsorship opportunities, the russian government may or may not make it easy for you.

How do you not negate -- how do you navigate challenge?

When we are dealing with sponsors and non-sponsors, it is important for us to activate pre the olympics.

How do we reach is demographic before we get into that dark area?

There is a dark period well after.

The other challenge all olympic athletes face, how do you press to eight -- perpetuate their relevance?

You have these athletes there regularly, but how do you keep that man and others relevant for five years out?

It is not easy.

Our folks have done a phenomenal job.

Two athletes we have been representing for 20 years, their longevity is something we can learn from.

We put the three of them together.

Dan and bonnie were good enough to provide some mentoring to jr.

Thank you.

Best of luck to jr.

There will be many medals awarded, but there can only be one champion crowned in college football.

The final title drive got off to a roaring start last week.

Coming up, we will talk with commissioner jim delany about the college football playoff system.

It is the cash will flow and so will the controversy.

I hope the country holds together under this kind of pressure.

? welcome back.

Five college football teams remain firmly in the mix to capture the championship with conference title games setting the stage for computers to determine the "s ultimate matchup.

This is the last year for the current system.

One of the primary architects of this new world order is big ten commissioner jim delany.

He was a featured speaker at last year's symposium.

I had the opportunity to sit down with the commissioner at harvard to discuss the development and structure of the college football playoffs.

It is a template that is created with a successful basketball process.

You have a few more teams and a few more dollars.

It almost feels like the jury system.

You lock them in a room.

Is that the process you want to create?

I think the computers were widely criticized.

I think data is really important.

Humans are more important.

I have confidence the group we have put together, the 13th individuals -- the 13 individuals, it is a team.

They have all made big decisions under pressure.

I think they will go in there and will develop a culture.

They will be as transparent as they can be.

And then they will have to explain.

Think about the job the basketball committee does.

We are not talking about -- i hope the country holds together under this kind of pressure.

You think there will be some controversy?

There will be controversy.

You are going to have some success and controversy.

I hope the success far outweighs the controversy.

A certain amount of controversy is good, but when it overflows, it it obscures what it is you are doing.

How quickly -- we stayed with the contracts that we had.

I do not expect any change.

We know from super bowl selection and final for selection, it is an economic engine for the communities that bid.

Are you comfortable with the process in place?

We are.

We had to get the game established and we did it.

Now there is a more broad and more robust process.

We want to have traditional bowl sites involved.

We wanted to be a national event.

It has to be distributed nationally at some level.

How successful is it going to be?

Is it something we can manage?

This regards revenue splits.

Is the tinkering and business allocation done?

It was a great process.

The conferences got in the room, came up with a format, came up with a format to accommodate access and we also voted 12-0 on the revenue sharing.

We prove that we could get on -- get in a room and resolve the issues and get on with the game.

There are conference commissioners.

It is a kin to general motors and ford and others getting in a room and saying let's figure out how to deal with the auto industry.

Do you all get along?

Are there common issues that you can automatically agree on and argue over the smaller ones?

We are competitors.

We compete with each other, but we all understand each other's challenges and problems.

We work with colorful athletic directors and coaches.

We have been fortunate that we have a lot of resources.

I would describe it as friendly competition.

Some of our relationships go back a quarter of a century.

Itwe also work -- we try to figure out a way to restructure the ncaa.

At the same time, we are under tremendous pressure to make sure the student athlete experience is a good one and an improved one and the system is not stuck in 1975. we have these resources.

We want to get something that works for ourselves.

Jim delany is one of many leaders calling for fundamental change in the overall business structure of college sports.

He will share candid thoughts on how college athletics can serve its many stakeholders.

This week's stumper concerns college sports.

In 2013, the university of michigan led all college football in home attendance.

What is the only school other than michigan to lead the football attended since 1975? the answer is straight ahead on sportfolio.

Other than michigan, the only university to lead the nation in attendance is the university of tennessee.

The volunteers edged out the wolverines in 1997. the financial success of big- time football has put a strain on the traditional business model of college sports.

There is no blueprint on how larger conferences should share revenues with their smaller neighbors.

Ncaa regulations have presumed that one-size-fits-all him about big ten commissioner does not necessarily agree.

He sees complex problems that require systemic solutions.

How does the whole college athlete hitting paid issues get resolved?

In principle, everyone that i know throughout college sports is against pay for play.

Everyone is in agreement that we need to structure the ncaa to give us the latitude of flexibility to dress certain problems -- address certain problems.

How do we make sure the student gets the cost of education?

How do we address time demands?

I believe that is one of the areas that has changed the most, the extent to which athletes are tied up in athletic preparation.

We need to make sure students are not exploited.

How do we address that?

How do we address lifetime educational benefits?

If we do get the right political restructuring that would allow us to address it, if we do not do that, that is on us.

We should not be so exclusive throughout professional sports.

I was sorry to see nfl europe go away.

Everybody can bring a lawsuit, that is the american way.

The courts decide what they decide.

While you are in the system, you ought to know what the rules are when you come in.

We have work to do in that area.

I like for 18 and 19-year-old young people to have a choice.

We ought to do we can to make it the best educational and athletic experience that we can.

I want to do have a choice.

The agents often times view these kids as future clients.

Maybe they can provide the support to train them.

That is what a lot of them want.

If they want to be in college, that is terrific.

What is the biggest change you would like to effectuate?

I would like to see us take real steps in the political restructuring of the ncaa to allow us to use our resources in the 21st century on behalf of the student athlete up to including the cost of education.

I would like for us to be successful in pressing it successfully.

There is a lot to be said about the college experience.

My, -- my father experienced it, i experienced it.

Arnie duncan has said the college athletics probably does as much to shape and build certain kinds of very positive experiences as any other organization.

The ncaa board of directors will meet in 2014 and review governance issues.

Jim delany's critiques will be heard and could shape the future of this multibillion dollar industry.

Still plenty left on sportfolio.

Find out why it is good to be the kings.

We want to be a winning franchise.

Gets sportfolio were ever you go.

Next week, he has completely revitalized the nba franchise and he is not satisfied.

His plans for a brand-new arena in san francisco.

In the spring of 2013, most nba analyst thought the sacramento kings were playing out the spring.

Kevin johnson led effort to find investors to match the offer.

Cory johnson shows us how a team of tech moguls has the king supposed to achieve great things.

Mark cubans, paul allen, and the new ownership group of the sacramento kings.

I think of it as a social network.

He is hoping it will turn around a moribund franchise.

These are truly smart people.

People like paul jacobs and chris kelly.

We might not have the most wins, but we have the most patents.

Chris mullin is his personal advisor.

You have to have a lot of money to buy them.

A lot of these guys are successful.

They have money and they have passion.

The kings pose a tough business problem.

Last season's attendance was the lowest in the league.

One of the biggest tech titans of all tried to swoop in and buy the kings and move the team to seattle.

I came to california with no money.

They make analytic software to help companies like delta airlines understand their data.

I created a mission, you want to build a winning franchise and make the world a better place.

Just what i do for my software business, integrity, hard work, openness.

That'll do it for this edition of sportfolio.

Thank you for watching.

For more video and sports business coverage, visit our website, bloomberg.com.

Great to be with you.

See you next time on sportfolio.

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This text has been automatically generated. It may not be 100% accurate.

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