Bonds Far From a Popular Choice

As major league executives search for corporate partners in celebrating Barry Bonds’ chase to the all-time home run record, a consumer study suggests companies would be wise to steer clear of Bonds.

Davie-Brown Talent, a Dallas-based marketing agency that advises companies interested in using celebrities in advertising campaigns, asked a national sample of adults to rate the attributes of 1,500 actors, athletes, political figures and so forth.

The latest survey included seven active major leaguers -- Bonds, Johnny Damon, Vladimir Guerrero, Derek Jeter, Andruw Jones, Randy Johnson and Alex Rodriguez. Bonds, with national notoriety for alleged steroid use amid his pursuit of Hank Aaron’s home run record, was recognized by 61% of the respondents.

In an indication that baseball is struggling to broaden its national appeal, Jeter was the only other player recognized by a majority of respondents. The survey was not limited to sports fans.

In Bonds’ case, familiarity apparently bred contempt. Of the 1,500 celebrities in the survey, the San Francisco Giants’ slugger ranked No. 1,486 in likability, No. 1,488 in trust and No. 1,485 as an effective product spokesperson. Tom Hanks and Oprah Winfrey top the rankings.

“When a brand partners with a celebrity, they’re borrowing that celebrity’s equity,” said Jeff Chown, president of Davie-Brown Talent. “Right now, consumer opinion of Barry Bonds does not support a brand partnering with him. Consumers are saying they know who he is and they don’t like who he is.”

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Pitcher Brad Penny wore a protective sleeve over his right elbow, bruised by a comebacker in Friday’s 2-1 loss, but said he was “fine” and expected to make his next start. He retired 18 of 20 batters he faced.

The Giants scored the winning run in the ninth inning of the rain-delayed game, on Ray Durham’s sacrifice fly.

Hong-Chih Kuo (0-2) took the loss, giving up one run and one hit in 1 1/3 innings.

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Cesar Izturis said he has not decided whether to agree to the Dodgers’ request to play some outfield upon his return. Izturis, supplanted at shortstop by Rafael Furcal, has worked out in the infield but has not tested his arm in the outfield.

“They gave me the option,” Izturis said. “I told them I want to wait. I don’t have to decide right now.”

Izturis had reconstructive elbow surgery in September. He had a brief bout of soreness in the elbow after throwing last week, but he could start a minor league rehabilitation assignment within weeks.

Whether Izturis or someone else, General Manager Ned Colletti said the Dodgers need a utilityman who can play infield and outfield. As of now, he said, neither the major league roster nor the triple-A roster includes such a player.

“That’s why somebody like [the Angels’ Chone] Figgins is so valuable,” Colletti said.

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Trainer Stan Johnston said Furcal, who had three hits on opening day and is hitting .179 since then, has been playing with a jammed right middle finger since the first week of the season. “I’m sure it’s not helping,” Colletti said ... Manager Grady Little said he did not expect Nomar Garciaparra to be activated when eligible Tuesday but said he anticipated a return within days thereafter. Garciaparra (strained rib cage muscle) swung at what Little called 85% intensity Saturday.... On the 59th anniversary of Jackie Robinson breaking baseball’s color barrier, his daughter Sharon joined the Dodgers for pregame ceremonies.