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A-Rod 'ultra-selective' about endorsements

Updated: June 2, 2005, 7:20 PM ET
By Darren Rovell | ESPN.com

When Alex Rodriguez signed with the Yankees in February 2004, the media hype was in full force.

"The endorsement potential is unfathomable," wrote one columnist. Said a sports marketer, "A-Rod in pinstripes will be so marketable, it's mind-bending." A memorabilia dealer predicted that Rodriguez's endorsement income would soon reach $20 million.

Yet, more than a year later, Rodriguez is hardly in ads on every bus and taxi cab in New York City. In fact, A-Rod's endorsement intake, from ...

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