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The technicolor sports hero

Updated: February 27, 2004, 3:22 PM ET
By Darren Rovell | ESPN.com

To silence the most glib sports executives, ask them who they think is the most marketable white athlete today.

Put Tiger Woods on the cover and it will sell, as EA Sports found out with its video game. It usually does the trick.

A chorus of "umm's," "huh's" and "give-me-a-minute's" are used to bide for time before they finally spit out names like Lance Armstrong, Tony Hawk and Andy Roddick. Yet ask for their assessment of the most marketable black athletes and the names just flow ...

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