New book points a finger at Bush

In an upcoming book, a would-be San Diego sports marketer provides new details regarding allegations that he gave Reggie Bush tens of thousands in cash while Bush was still at USC.

“Tarnished Heisman” shifts much of the focus from Bush’s parents -- who also allegedly received benefits -- to the star running back. However, while the book hints that USC coaches may have known about some of the arrangements, it does not provide evidence that any school official was aware of alleged improper gifts.

Based largely on interviews with Lloyd Lake, who tried to secure Bush as a client for the marketing company he and others attempted to launch, the book claims the 2005 Heisman Trophy winner was provided with hotel stays, cash for shopping sprees and money to buy and customize a car.

It also contains transcripts of secretly recorded conversations that Lake claimed to have had separately with Bush and his stepfather, LaMar Griffin.

Bush has repeatedly denied any wrongdoing. His attorney, David Cornwell, could not be reached for comment.

The NCAA and Pacific 10 Conference are investigating whether Bush and his parents took improper benefits during 2004 and 2005, when Bush was still playing college football. If the NCAA determines that USC violated rules, the football program could have to forfeit victories from those seasons -- when the Trojans won a national championship and lost in a title game against Texas -- and face additional penalties.

If Bush is found retroactively ineligible, he could lose his Heisman.

The authors of “Tarnished Heisman,” Don Yaeger and Jim Henry, acknowledge that Lake “has been compensated in return for his full cooperation.” Lake’s family members also were quoted extensively.

It was previously reported that Lake and his former business partner, Michael Michaels, entered into an agreement with Bush and his stepfather to launch a marketing company with Bush as its main client.

The Griffins -- including Bush’s mother, Denise, and younger brother, Jovan -- lived for a time in a San Diego-area house owned by Michaels and, according to lawyers for Michaels and Lake, never paid an agreed-upon rent. The business deal fell apart when Bush signed with established sports marketer Mike Ornstein.

Michaels reached an out-of-court settlement with Bush and has declined to comment. Lake is suing Bush.

In many of the book’s transcripts, Lake and Griffin discuss money. At one point, they talk about the arrangement for payments.

Lake: “No, me and [Michaels] worked it out. I got to take care of Reggie, Chief [Michaels] takes care of you guys.”

Griffin: “Oh, okay.”

Lake: “So everything Chief [Michaels] was doing, he was doing out of his pocket. Everything for Reggie, I was doing out of mine. So whenever Reggie needed money, because we’re looking at it like we’re partners and we are going to prosper together with the business.”

In another section, Griffin seems unaware of the extent of alleged payouts to his stepson.

Griffin: “See, he didn’t tell me that stuff.”

Lake: “Yeah, I mean we’re going up there and we’re talking. I’m giving him money.”

Griffin: “See, that’s why I said . . . now see, I’m way out of this matter now, because if that’s what was going on, I don’t know nothing about it.”

Lake provides alleged details about a 1996 Chevrolet Impala that Bush drove while at USC. Lake’s mother, Barbara Gunner, claims Bush came to the house where she and Lake stayed.

“He came for money that night and I think that’s the night that Lloyd gave him the money for the car because he was going crazy about this car,” she said. “He just had to have this car.”

Lake alleges that he paid for the Impala. At one point, the book says he gave Bush $13,000 in cash. At another point, the transcript of a conversation suggests that Lake gave Griffin $12,000 and Griffin passed the money to Bush. Later, Lake said, he gave Bush additional cash to have the Impala customized.

Lake also is quoted as saying that he was visiting the Griffins when USC Coach Pete Carroll “returned a telephone call to [LaMar] Griffin and discussed the family’s housing arrangements.”

The book does not say what Griffin told Carroll about those arrangements.

Bob DeMartino, a memorabilia dealer who worked through Ornstein in trying to sign Bush and former Trojans quarterback Matt Leinart to a deal, told the authors that in November or December of 2005, he left messages for Carroll and Athletic Director Mike Garrett to warn them about Bush’s relationship with Ornstein, who is also alleged to have given Bush and his family improper benefits.

Carroll, reached on vacation in Hawaii, declined to comment about his interest in NFL coaching vacancies and hung up before he could be asked about Bush. A USC athletic department spokesman declined to comment because of the NCAA’s ongoing investigation.

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david.wharton@latimes.com

gary.klein@latimes.com