Fernando Was a Flop--at Pitching Products : Advertising: The popular ex-Dodger pitcher made small change endorsing goods. One reason was that he didn’t try very hard.

In Madison Avenue’s eyes, Fernando Valenzuela is no Bo Jackson.

Even at his prime, the much-loved pitcher, who was released Thursday by the Los Angeles Dodgers, probably pulled in less than $500,000 annually for his product endorsements, marketing experts estimate.

At one time, Valenzuela endorsed everything from Coca-Cola to Kellogg’s Corn Flakes. Still, Valenzuela didn’t make it big as a celebrity spokesman. His endorsement contracts never came close to matching his salary.

Some say Valenzuela--and his agent--failed to strike when the iron was hot. Others say his poor English in the early years and his minority status hurt his chances with general market advertisers.

“He never really took off,” said Dave Burns, a sports endorsement expert. “Advertisers want spokesmen that most of the market can relate to. There are exceptions like Bo Jackson and Michael Jordan, but members of minority groups tend not to get as many offers.”

Some say Valenzuela and his agent simply may have neglected to capitalize on his early appeal. “It’s how you use the Beverly Hills schmooze,” said Ramon Espinosa, vice president of the Los Angeles-based consulting firm Hispanic American Advertising & Marketing. “I think they waited on their hands. Fernando has to be marketed just like anyone else does.”

To that, his agent pleads guilty. “Fortunately, Fernando doesn’t need the (endorsement) money,” said Tony De Marco, his longtime agent. “Neither of us ever felt compelled to get lots of endorsements. We declined a lot of things.”

Most sports marketing experts say Valenzuela’s appeal as a product spokesman was generally limited to the Latino market--particularly in the Los Angeles area. Valenzuela is the fourth best-loved athlete among U.S. Latinos, according to a recent poll by the San Diego-based Latino research firm Market Development Inc.

But most advertising aimed at the Latino market is targeted to women, said Roger Sennott, general manager of Market Development. And these women, who make decisions on family purchases of packaged goods, pay little attention to sports endorsers.

Although Valenzuela was involved in a number of public service campaigns, he endorsed only a few products in the Latino market. Now, with his departure from the Dodgers, Valenzuela’s value as a celebrity spokesman may have gone from little to less.

“If he had little value while he was a superstar, he certainly has next to none now,” said Lloyd Kolmer, founder of the New York sports marketing firm Lloyd Kolmer Enterprises.

Still, Valenzuela has turned down offers to endorse various brands of junk food as well as chiropractors, doctors and lawyers. “One pride we have is the fact that Fernando’s name was never sold cheaply,” De Marco said.

Valenzuela was a Coca-Cola spokesman for three years in English and Spanish. And he appeared in general market and Latino ads for Kern Foods Inc. fruit drinks. Valenzuela’s face also appeared on boxes of Kellogg’s Corn Flakes.

His name also has been licensed to appear on Rawlings baseballs, mitts and bats. And back in 1981, a larger poster maker paid him $50,000 to place his likeness on its posters.

“The one thing we always wanted was a car maker,” said De Marco. “If it never comes along, that’s OK, too.”

Valenzuela is probably best remembered for his 1981 rookie year when “Fernandomania” ran rampant. That year he won the Cy Young award and was named National League Rookie of the Year.

TOP ATHLETES

1.Julio Cesar Chavez 2.Pele Joe Montana (tie) 4.Fernando Valenzuela 5.Michael Jordan 6.Diego Maradona 7.Magic Johnson 8.Jose Canseco 9.Hugo Sanchez 10.David Robinson

* Source: Market Development Inc., San Diego (Based on January, 1991, poll of 750 self-identified Latinos living in six major American cities)

PRODUCTS FERNANDO HAS PITCHED

Estimated Company annual value Coca-Cola $250,000 Kern Foods Inc. (fruit juices) 75,000 Puma (athletic shoes) 50,000 Rawlings* (sports equipment) 25,000 Kellogg’s Corn Flakes 25,000 Banco Nacional de Obras y Servicios Publicos NA

*Valenzuela is in his fifth and final year with Rawlings. All other contracts have expired.

Sports celebrity marketers estimated the annual values of contracts.