Executives Going After Bears for Endorsements

Walter Payton right; William (Refrigerator) Perry center; Jim McMahon a shade to the left.

Nope, these aren’t offensive plays for the Chicago Bears. They are stage directions for the NFL players who have become hot properties for advertising and television executives in the Windy City.

The “Monsters of the Midway” have become the darlings of Madison Avenue in New York, or if you prefer, LaSalle Street in Chicago. If your company is lucky enough to land a Bear for an advertisement, sales may jump. If your magazine or newspaper can get a Bear to pose, circulation numbers may swell.

As the Chicago Bears continue to win, the bank accounts of many of the players, who became hot properties in the nation’s second-largest ad market, continue to grow.

Perry, the 310-pound rookie fullback-defensive lineman, leads the parade. His appearances on national shows would make Joan Collins blush.

He has made appearances with David Letterman, Johnny Carson and Bob Hope.

Perry also has appeared in local and soon-to-be national television spots for a variety of companies. Tops on the list is McDonalds, which is obviously cashing in on his girth to sell its products. Can McPerry be far behind?

The distractions of the extra-curricular activities haven’t concerned Coach Mike Ditka. Not yet.

“No, I don’t see it being a problem,” Ditka said. “I’m glad to see some of the people finally recognizing the Bears.”

But Ditka is quick to add, “If it became a problem, I would step in and do something about it.”

After the Bears lost at Miami, Ditka got a little angry when asked if all the endorsement work was the cause for Chicago stumbling.

“If the fans don’t like it, they created all of this, they don’t have to go to see these guys on personal appearances,” Ditka said. “The media also created things the way they are.”

Of course, Perry isn’t the only glamour child of the 1985 Bears.

Payton, who does a weekly television report on a local channel, is suddenly finding that after a decade of excellence in the NFL that people want him for advertisements.

McMahon has already been on the covers of Inside Sports and Sports Illustrated.

And the usually unsung offensive line has gotten together to do an automobile ad based on the the movie, “Blues Brothers,” which also featured a former Chicagoan, the late John Belushi.

Safety Gary Fencik, a 10-year veteran who has worked in relative obscurity, has also cashed in and signed a local modeling contract.

“I don’t think we’re concerned about all the outside activities,” said General Manager Jerry Vainisi. “These things are usually worked out with the players’ agent. We aren’t dealing with companies like that.”

Both major newspapers in town have had special Bear sections, Bear posters, Bear profiles.

“The requests have been unbelievable for interviews,” says media director Ken Valdiserri. “You could see it grow every week. But admittedly, the Perry thing turned it around.”

Local television stations have followed Perry around as if he were the president.

“We were told from upstairs we had to have a Perry story every night,” said one local television sportscaster who did not want to be identified. “It got a little silly after a while but they said that’s what the public wanted.”

Perry takes most of the attention in stride as his endorsements increase in direct proportion to his touchdowns.

“It hasn’t distracted me. I play football all week. I don’t let any of the outside activities bother me,” smiled Perry.

Whether the Bear blitz on ads, promos and magazines will live through 1986 remains to be seen. The Bears actually should have seen it coming.