European Stars And Stripes (Newspaper) - June 18, 1987, Darmstadt, Hesse                                Sports Lohn Madden it the Whittl of hit own customized greyhound bus the Madden Riser. John Madden cashing in while he s hot by William d. Murray United presi International John madder s Odyssey from larger than life professional football coach to the recognized voice of America s sports fans has been lined with Gold. To Flay Madden seems omnipresent on television pitching everything from the less filling taste of Miller Lite Beer to the Joys of slaying at ramada inns the former Oakland raiders Mentor turned lbs sportscaster has fashioned his endorsement career into Over a to million a year payday with plenty More opportunities on the horizon. What makes a former coach or athlete unique among their Peers is winning said Sandy Mon lag Madden s agent with International management croup in san Francisco. Lohn was a Winner people believe winners. The offers never seem to Stop. We probably get 10 a week in the  on May 26, Madden unveiled his latest Enterprise. He will attempt to help turn around the newly purchased greyhound bus lines inc. With a series of motivational speeches to the company s employees. The three year Deal includes the use of his own customized greyhound bus the Madden Cruiser and a Crew of two Drivers on Call 24 hours 3 Day. Like All Madden s Post coaching ventures the greyhound bus Deal came about by Chance. The thing about endorsements is that you Don t go out looking for them they come to you Madden said with arms gesturing grandly. You Don t know if someone wants you or if you do get an endorsement you Don t know if you la Ever get another. The Deal with greyhound began when they Amtrak executives started talking about cutting Back in train service. I happened to mention i might want to get one of those buses to travel around in. They greyhound must have heard  greyhound president Vander Brown said there was another Strong reason for signing Madden to a Deal with the bus company. He s probably the most famous non flier in America today Brown said. John exemplifies enthusiasm and that the image we want to project to our  Madden s Well publicized fear of flying is As much part of his mystique As his be stimulation. I was flying when i was coaching and did t have any problems Madden said i Felt in control because we flew charter and i could say when we look off and wander around the plane when we were in Light. " after leaving coaching i was on a flight from Tampa to san Francisco through Houston. When they shut the doors in Tampa i suddenly Felt like i had to get off i decided not to be a Jerk and suffered through the flight. Since then i be kept the wheels on the  Madden burst onto the american advertising scene in i960, a Lille less than a year after he called it quilt what makes a former coach or athlete unique among their Peers is winning. John was a Winner people believe  Sandy Montag agent As the highly successful coach of the raiders. For 10 years Madden was a constant blur on the Oakland sidelines As he coached the raiders to a 103-32-7 record and a super bowl title in 1977. He was Only the second coach in the modern Era to record 100 wins in just 10 seasons. Eventually the years of stress took their toll and Madden was forced to leave in 1 j79 for health reasons. I really did t want to do any commercials or television when i first retired he said. I just wanted to spend Lime with my wife and family and buy a Mobile Home and travel around America. But hey Lime with the wife and kids is overrated. Thi y had their own lives my i ended up Silling at Home wit h the dog. Lbs and Miller Lite kept calling Back. They thought j was telling them i did t want to do anything because i wa.1 holding out for More Money. Finally i had to do something to get out of the House so i said of to both of  Madden whose playing career was ended by a knee injury after one year with the Philadelphia eagles in one of the first former jocks chosen for Miller Lite s tastes great loss filling id Campaign. The ads Success has paralleled Madden s and was the first step in his evolution toward his status As an american pop culture hero. The mystique was further enhanced by his work for lbs sports. Madden s rumpled dress and excitable nature captured the fancy of the common Man. After enduring a few sweaty Palms Early in his career Ai .1 spoil Tasler Madden is now the Lead analyst on lbs s main National football league broadcast each week. But that is Onty part of the self propelled Industry that could easily to named Madden enterprises. First there is Ohn Madden the author. They say everyone has a Book in them he said. But most people die before they write it Down i decided i Wank cd to do mine before i   s first volume hey Wail .1 minute i wrote a bulk has sold More than -100,000 copies. His second of furl one knee equals two reel stayed on the National Best sello Lisl for weeks and brought Iii Lilyn More  $100, royalties. His newest Book which will hit the stands by Early 1 9bb, will  Vith his travels across America. I m a great far. Of Ohn Steinbeck said Madden. My favorite is his Book travels with cow racy. I be always wanted to do a travel Book but the working title was going to be travelling the fails. Now that i m travelling by bus i la have to get another  the Advance for Madden s latest Book literary insiders said was in the neighbourhood of 1400.000 and he should once again secure a spot on the National Besl seller list. Another division of Madden enterprises is John Madden Public speaker. Even though the rumpled former nil coach prefers being a corporate spokesperson he does do an occasional speech for As much As $30,000 an appearance. However the most lucrative part of Madden s business Empire is endorsements generally the private Domain of great athletes and movie stars. He s at the top of the Heap As far As sportscasters go said Steve Levitt of marketing evaluation inc. The port Washington n.y., firm does a yearly Survey of name marketability called the q rating. Both Merlin Olsen and Bob Ueck rare close to Madden but they both have been in popular television shows. Madden for now is just a  Madden is certainly making the most of his new found image. Las year National ads for Miller Beer ramada inns Exxon motor of i Mcdonald s restaurants and Canon film brought the former Oakland raiders coach somewhere in the neighbourhood of $800,000. Local ads in the san Francisco area for Toyota added to the Iii. Bui Madden said he is careful with the kinds of products he represents. There have been endorsements i be turned Clown Madden said. I Rode Amtrak for a number of years but never thought about being a spokesman for them. When you put your name behind something people seem to want to complain to you. I did t want to handle their complaints. I d much rather be among the  Madden also seems to be handling the greatest danger facing an endorser overexposure Wilh relative Case. I really Don t think so said Levitt when asked if Madden s marketability is threatened. He s got a Long Way to go before he s overexposed. He s Only known by about 50 percent of the population right now. The Only danger is if he s gelling too Well known by Hal 50  Montag said the tale of the tape is in the increased sales figures thai Madden represents. The sales of every product he endorses have gone up the new York City based agon said we Don t listen to what other writers or critics say. We listen to Madison Avenue and the people on Madison Avenue say Madden is  but will Madden head into thu entertainment Field like Uecker and Olsen we be had plenty of movie offers but we be turned them All Down Monla said. What John does Best is to be John  16 in Ripe Maguinez Junt in 1987