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Ex-Broncos exec finds new game

Paul Kirk creates firm to market pro athletes

By James Paton, Rocky Mountain News (Contact)

Published July 9, 2008 at 9:45 p.m.

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Paul Kirk, let go by the Denver Broncos in a March cost-cutting move along with other front-office employees, did not stay on the sidelines for long.

Kirk and business partner Judianne Atencio have started a new company in Denver aimed at promoting professional athletes. The firm, ProLink Sports, has yet to sign a client but is seeking to help players with media relations, branding and philanthropy.

"In this day and age, with all the media coverage and the immediate nature of it, pro athletes are in the spotlight all the time, and they need plans to make sure they are portrayed the right way," said Kirk, who spent 13 years with the Broncos and served as media relations director from 2002 to 2008.

Kirk acknowledged a "disconnect" between fans and athletes who earn mega-salaries and sometimes get into trouble. He said he and Atencio want to highlight the positive contributions.

"There is a lot more to the person than the player on the field," Kirk said.

The scrutiny of athletes has grown along with the size of their contracts. The marketing campaigns and philanthropic activities have increased as well.

Denver Nuggets' star Carmelo Anthony has hired three separate public relations or marketing firms this year to try to raise his profile and improve his image.

Atencio still directs former Broncos quarterback Jake Plummer's foundation and briefly led a similar organization created by the team's current quarterback Jay Cutler.

"He (Cutler) was needing something different from what I was able to offer," she said.

The Jay Cutler Foundation now works with business manager Marty Garafalo.

Atencio, who worked for MTV and EchoStar earlier in her career, said teams "are not built to help each individual player give back to the community. We want to match the needs of the community with the players."