LAWRENCE NORTH AT NORTH CENTRAL 7:30 P.M. THURSDAY, ESPN2
For one, for all
Many have had a hand in Greg Oden's meteoric rise, which this week finds him on national TV again. One way or another, many also have a stake in his fortune. Here's a look at Team Oden
There was a time early this basketball season when it really hit Grant Nesbit -- the gulf between being a high school athletic director and being Greg Oden's athletic director.
Not a minute after handling a mundane issue involving a freshman athlete at Lawrence North High School, Nesbit was on the phone to pass along word to Reebok shoe maven Sonny Vaccaro that the Fox television network needed a $750,000 sponsor for a package of 10 high school games.
"I remember because someone said something to me," Nesbit recalled. "I just kind of chuckled and said, 'You know, if you can't find the comedy in that . . .' "
While Nesbit is hardly the most influential person in Oden's career, his role perhaps best reflects the evolution of high school sports and what goes into grooming, off the court, the most coveted basketball player who isn't in the NBA.
It has involved negotiating contracts for ESPN appearances, screening national media requests and evaluating what's appropriate in terms of corporate sponsor Reebok, out-of-state games and merchandise sales.
Sensing in the summer of 2004 that a tidal wave was coming, Nesbit called LeBron James' high school athletic director in Akron, Ohio, for advice.
"I'm not a businessman," Nesbit said. "I'm a 'kid' person."
Deal making
Like many local athletic directors at schools of his size, Nesbit, 30, receives a large salary -- $93,000, according to public records. Unlike most athletic directors, he has had to figure out what's a fair value for appearing on ESPN2.
He has negotiated the contracts for two of Lawrence North's three games on the network. (As the home team for Thursday's TV matchup, North Central signed that deal, though there was little question who was the main draw.)
"Going into this, I didn't know a thing (about television)," Nesbit said. "But I have not been afraid to ask a lot of people what they think and what they know."
Last summer, he even took a stab at eliminating the middleman, Paragon Marketing Group of Skokie, Ill., which secures teams, corporate sponsors and a venue, then sells the deal to ESPN. For December's game against Dayton (Ohio) Dunbar at Hinkle Fieldhouse, Nesbit tried to do it himself.
The effort failed because ESPN wouldn't negotiate with a freelancer when it had a package deal with Paragon. Still, based on what he learned, Nesbit estimated the sponsorships for a Lawrence North game on ESPN2 at $75,000. He learned that it was reasonable to ask for at least 15 percent of that. Lawrence North received $15,000 for the Dunbar game, three times as much as for last year's ESPN2 game against Poplar Bluff (Mo.) at Hinkle. The money goes to the school's athletic department.
For Thursday's game, North Central will get $1,500. Lawrence North receives nothing. North Central athletic director Chuck Jones said he had limited bargaining power because everyone involved knew the opportunity was so unique for his school and students. "Doing something the kids will be proud of is most important," Jones said.
The Fox deal, which would have included a game against Bloomington South at Assembly Hall, has apparently fallen through, Nesbit said.
Decisions, decisions
There were other financial decisions to make at Lawrence North. Nesbit and veteran coach Jack Keefer considered but decided not to sell jerseys with Oden's No. 50, a common practice in college sports. They believed it could have been lucrative, especially with Internet sales, but decided it would be exploitative and perhaps divisive among team members.
Also with Keefer, Nesbit decided not to turn Lawrence North's team into a traveling circus. Out-of-state promoters generally offered $10,000 plus expenses for a single event, Nesbit said. The Wildcats' lone out-of-state appearance is next month in Evanston, Ill., against suburban Chicago power Glenbrook North. Lawrence North will receive $10,000 plus expenses.
Indiana High School Athletic Association rules allow teams to compete within 300 miles of any point of the state border.
Even the Dayton Dunbar game could have been more lucrative -- $30,000 at least, Nesbit said -- had it been moved to Columbus, Ohio. That's where Oden and teammate Mike Conley, plus Dunbar's Daequan Cook, will play next year for Ohio State.
"We just didn't want anyone to say we exploited this young person," Nesbit said. "I think we can defend (ourselves) pretty well. There are certainly a lot more things we could have done but weren't comfortable doing."
Nesbit leaned on advice from Grant Innocenzi, LeBron James' athletic director at St. Vincent-St. Mary High School. Innocenzi didn't have a peer to consult when the tidal wave hit his school. His coach was in his second season, not a veteran like Keefer. School officials estimated they made $400,000 in revenue during James' final season, according to The New York Times.
"We traveled all over the country, which I don't know was the best way to go," Innocenzi said. "You don't want to make it seem like you're playing college basketball already. But the rest of the kids on the team weren't going to the NBA. It meant a lot to them to play in (historic venues such as) Pauley Pavilion (in Los Angeles) and (The) Palestra (in Philadelphia)."
Nesbit took $11,000 for the school from Reebok in return for a program ad and, much more visibly, for using a news conference backdrop full of the company's logos.
When Oden and Conley announced their decision to attend Ohio State, that backdrop received national television exposure, solidly associating the brand with the young stars.
For years before Oden arrived, Keefer has had an arrangement with Reebok to outfit the team in its gear. Keefer said it involves only shoes, uniform, warm-ups and a bag, and he does not profit personally.
Said Nesbit: "That's one of those that if I do it again, maybe I try to get more out of it -- flat dollars on top of (merchandise). That was one I didn't interfere with. Jack had worked with these people for years."
Then there are the myriad media requests. Nesbit has accommodated the likes of Sports Illustrated and The Sporting News, but he drew the line when Maxim magazine wanted an interview with Oden. Too racy, not appropriate for high school, Nesbit explained.
MTV wanted to shadow Oden for several days for a show. So did production companies working with ESPN and the Discovery Channel. Nesbit and Keefer said no. Too disruptive.
"You have to remember, it's a school environment," Nesbit said. "We aren't trying to put Greg's face on everything. Will an agent in a couple years want to do that? Yeah."
Once in a lifetime
It could have been even crazier this season.
The NBA deflated some of the interest in Oden when it instituted a rule last year preventing high school players from going directly into the league.
Otherwise, Oden was projected as the No. 1 pick in this June's draft.
Though Oden insisted all along he wanted to go to college, there's little doubt Lawrence North's stands would have been filled with NBA scouts and agents.
"It would have been a zoo," Nesbit said. "That's the story of the year. What will he do?"
Lawrence North hasn't sold out any of its home games this season.
Nevertheless, Nesbit said boys basketball will have revenue of about $60,000. A normal season, he said, is about $20,000.
"I'm very cognizant this is a once-in-a-lifetime situation and I've tried to do my best to enjoy it while it's going on," Nesbit said.
"It's been a team effort -- with coach, assistant AD, principal, superintendent, Greg's mom -- to make this situation something we can feel good about afterwards."
Call Star reporter Mark Alesia at (317) 444-6039.
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