From Spokesperson to Owner: A Playbook That's Actually Working
Athletes have appeared in dealership commercials for decades. What's changed is ownership.
Former Dodgers pitcher Orel Hershiser is investing in a Chino, California dealership now rebranded Orel Hershiser Chevrolet, partnered with 30-year auto retail veteran Eddie Allizadeh. More than 5,000 people showed up to the store's May 28 grand opening.
Hershiser isn't a passive name on a sign. He attends weekly management meetings and works the showroom floor, talking directly with hesitant customers.
He's far from alone. Nick Saban, Joey Logano, Jamal Mashburn, John Elway, Karl Malone, Michael Jordan, and Keenan Allen all hold ownership stakes in dealerships or dealer groups today, spanning football, basketball, NASCAR, and baseball.
❝ It's more than just a check. It's relationships, and it's the economy of this industry. ❝
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Trust Is the Product, Not the Athlete
Athlete ownership works for a specific reason, and it's not star power alone. It's local star power.
A national celebrity endorsement borrows attention. A hometown athlete borrows something harder to fake: an existing relationship with the community. Someone who grew up down the road, played for the local team, or represents the city on a national stage carries a kind of trust that advertising can't manufacture.
