Harper considered to have major league endorsement potential

Bryce Harper's first major league at-bat was an uneventful groundout against the Los Angeles Dodgers in front of a couple hundred relatives, friends and fans who drove in from his hometown.

But since his debut on April 28, the 19-year-old Las Vegas native has shown glimpses of living up to lofty expectations.

So far, he's batting .231 in his first 14 games with the Washington Nationals. And he dazzled a national audience when he stole home in a game against the Philadelphia Phillies.

But while he's on the road to being everything the Nationals and Las Vegas baseball fans hoped he would be, can Harper become Major League Baseball's next endorsement darling?

Advertising and marketing executives in Las Vegas say his potential is limitless - and his earning power from endorsements could run to eight-figures per year.

"He has an enormous amount of talent," said Scott Scarborough, principal owner of the Idea Factory in Las Vegas. "If he can keep his head on straight, it's endless."

Harper already has a deal with Athlete Promotions for speaking engagements, and an endorsement deal with sportswear maker Under Armour.

His marketing and advertising potential can be a "notch below Michael Jordan and a notch above LeBron James," Scarborough said. "His visibility from television alone is amazing. When was the last time you saw MLB Network or ESPN cut into regular programming to show (a player's) at-bats?"

Dave Kirvin, a partner in Kirvin Doak Communications, said advertisers are drawn to a "young player who is attracting a huge amount of attention for playing the game the right way."

Kirvin said Harper is also what baseball desperately needs - a potential superstar to tap into a younger demographic, many of whom prefer the NFL or the NBA to baseball.

"I can tell you this," Kirvin said, "he has my 11-year-old's attention."

Kirvin and Scarborough agree Harper's endorsement value in Las Vegas is limited because of his hometown's connection to the gambling industry.

"Locally, he won't have much impact," Scarborough said. "He would have much more of an impact nationally representing credit card companies, airlines and automotive companies."

Harper has been under a spotlight since his decision to get his GED after his sophomore year at Las Vegas High School in 2009. The move made him eligible for the 2010 amateur draft.

Harper went on to enroll at the College of Southern Nevada. He proved himself to major league scouts with 31 home runs, which broke the junior college's previous record of 12. The Washington Nationals drafted him in 2010.

"He's got the chance to be a $10 million-a-year player," said Todd Uglow, a former sports agent with CMG Worldwide in Los Angeles. "He has to prove himself on the field, and they have to think he'll bring fans to the ballpark."

Uglow, an adjunct professor who taught sports marketing at the Harrah Hotel College at the University of Nevada, Las Vegas, said it's "too early to tell" if Harper will be as successful as Derek Jeter, LeBron James and other high-profile athletes who've been embraced by Madison Avenue.

One thing he can guarantee: If Harper doesn't perform, he'll get "lost in the shuffle really fast."

As far as the Nationals are concerned, Harper is one of several key, young players to sell the team in Washington.

"Since he's come up to the majors his merchandise has become much more popular in terms of overall sales," Andy Feffer, chief operating officer of the Washington Nationals, said in a phone interview.

Feffer declined to release specific team revenue figures. At the Nationals team store online, an authentic Harper jersey sells for $251.99 to $288.99, while a replica jersey is priced at $99.99. Harper T-shirts sell for $26.99 and a red curly "W" hat goes for between $17.99 and $34.99.

"I'll only say that overall, (sales) are up significantly," he said. "Bryce Harper is a key player that sells the franchise."

Contact reporter Chris Sieroty at csieroty@reviewjournal.com or 702-477-3893.