Go to the mobile version of this Web site.

Login | Contact Us | Site Map | Paid archives | Electronic edition | Subscription Questions | Extras

Melo picks up a PR assist

Baltimore agency to help NBA star with charity work

By James Paton, Rocky Mountain News (Contact)

Published May 7, 2008 at 8 p.m.

Text size  
Nuggets forward Carmelo Anthony shoots a commercial in Denver. He has hired a new PR firm to promote his charity.

Photo by Evan Semon / The Rocky/2006

Nuggets forward Carmelo Anthony shoots a commercial in Denver. He has hired a new PR firm to promote his charity.

Related Links

More More Business

More stories »

The Denver Nuggets' Carmelo Anthony has tapped a public relations agency in his hometown of Baltimore to promote his foundation and philanthropic efforts.

Anthony may need an assist in boosting his image after an arrest on a drunken-driving charge and ugly losses to the Los Angeles Lakers in the NBA playoffs. He said after Game 3 that his team "quit."

The hiring of Maroon PR is the latest indication that Anthony, 23, wants to shake up his business and branding endeavors.

Anthony in March dumped his marketing team at BDA Sports and hired a public relations firm, Tease Marketing. The former Syracuse University star "wanted to go in a different direction," team members said.

Now Maroon PR is representing the Carmelo Anthony Foundation, an organization that aims to help children in Denver, Baltimore and Syracuse, N.Y. He continues to work with Tease, run by ex-Nike manager Theresa Tran.

John Maroon, head of the firm, sent an e-mail to Anthony's advisers after reading the BDA news. Maroon said in early April, before a key game against the Golden State Warriors, that he met with Anthony and others at a Four Seasons Hotel in San Francisco.

"I got the impression that Carmelo is intent in using the platform basketball gave him to help kids that come from disadvantaged backgrounds," Maroon said by phone Wednesday. "He made it clear he wanted to take his foundation to a new level."

Maroon, who also represents the Cal Ripken Sr. Foundation, said a top priority is finding corporate supporters. To date, Anthony has largely made all the financial contributions, Maroon said.

Anthony gave about $1 million to the foundation in 2006, according to the most recent public filing available. Melo Enterprises Inc. was listed as the contributor of half of that sum.

Baltimore groups received the lion's share of his money, the documents show. His foundation sent $175,000 to the Living Classrooms Foundation, $100,000 to a basketball program, Charm City Choice, and another $2,400 to the Kurk Lee Foundation.

Team Up For Kids in Denver received $30,000.

A news release Wednesday cited donations of more than $4 million for projects, including a youth center in Baltimore and a grant to Syracuse University for a basketball practice facility.

Among the group's activities are an annual "3-on-3 Challenge" and fundraising events in Denver and Syracuse.

Anthony has an active business off the court. He recently extended a contract with Nike's Jordan brand, agreeing to a roughly $60 million, seven-year deal. Other ventures include deals with Powerade and mStation, a maker of stereos for the iPod. His "extreme" energy drink, called C1.5, didn't survive long, however.

The 6-foot-8 forward is a prolific scorer and one of the best in the game. But failing to take the Nuggets even close to the Finals and getting into trouble have been impediments to raising his profile.

Anthony was slapped with a 15-game suspension last season for fighting and was caught at the airport in 2004 with marijuana in his backpack. A friend later took the blame and authorities dropped the charges.

"We plan to present him very honestly," Maroon said. "The big issue with any athlete is whether they are engaged. He's completely engaged and genuinely cares a lot about youth."

patonj@RockyMountainNews.com or 303-954-2544

Comments

  • May 8, 2008

    3:12 a.m.

    Suggest removal

    LOUIE writes:

    Now your moving in the right direction; Carmelo, for a kid who grew up in the streets, you've great potential to help other kids up the ladder. Still, find a church full of good people and learn how to sing; you won't regret it brother! This way when you stumble, you'll be surrounded by others who care.

  • May 8, 2008

    6:35 a.m.

    Suggest removal

    Buckwheat writes:

    Yea kids, you see how I roll. Maybe he needs Brittany's PR manager. Nuff said...

  • May 8, 2008

    7:34 a.m.

    Suggest removal

    milloy36 writes:

    Just don't open a Driver's Education business.

  • May 8, 2008

    7:35 a.m.

    Suggest removal

    LoneTreeLady75 writes:

    Good job Carmelo!

  • May 8, 2008

    7:56 a.m.

    Suggest removal

    holekeeper writes:

    Hey rockymountainnews.com staffers

    wwwwwweeeeeeeeeeeee oooffffff!!!!!

  • May 8, 2008

    8:24 a.m.

    Suggest removal

    medina88 writes:

    Great Job Carmelo!!

  • May 8, 2008

    9:10 a.m.

    Suggest removal

    Marshdale writes:

    Why do some of you knock him for doing something good? Yea, he has his own personal stuff to deal with, but I think he is sincere about helping disadvantaged youth. I fail to find fault with that. Why do you?

  • May 8, 2008

    9:15 a.m.

    Suggest removal

    airbornebigfoot writes:

    this prime example of a pro athelete doesnt need a PR Manager,
    he needs a bus pass.
    with the money he is being paid, really he should hire a driver.

  • May 8, 2008

    9:46 a.m.

    Suggest removal

    Kslayer writes:

    It's good that Melo gives back to the community. How easy it is when you make the crazy amount of money he does. Now my question is how much does a million or two really set Mr. Melo back? To me it's the same as an average working man who makes 50K a year throwing a couple of bucks to a homeless man. We want to give so much credit to these stars for there foundations they have going in their names. Please! Most of these guys are forced to set up some kind of charity system so they don't look so bad when they cash in their million dollar pay checks. It's not as if they run them. They hire PR people for that too. Look, any money to charity is a great thing. I think when your an athlete you need to raise the bar a little higher on yourself. Obviously you have plenty of money to give out, and still afford to live in a way most of us only dream about. Why not give, and be a stand up role model at the same time. Then when we look at the charities you support we can actually believe that you believe in them too. John Lynch for example. The guy has plenty of charities, but not only does he give, he also is a great person. You won't see his mug shot in the local newspaper for DUI. You won't see him on ESPN sucker punching an opponent and running like a little girl. Melo, your a joke. I give you no credit for what you give back to the community. You could keep all your money because I don't believe your genuine. If you were true it would show in your character.

  • May 8, 2008

    10:05 a.m.

    Suggest removal

    medina88 writes:

    I believe your genuine Carmelo

  • May 8, 2008

    10:09 a.m.

    Suggest removal

    italiantony writes:

    hey KSLAYER... every time YOU walk by a homeless man do you pull out a couple of dollars and just give it to him??? he don't HAVE to do anything... but he does. your an idiot.

  • May 8, 2008

    10:11 a.m.

    Suggest removal

    Lewlew writes:

    Kslayer, what are you giving back to the community? And further more, who are you to judge what's genuine? Before he was established in Denver, he was buying wheel chairs for kids at the Children Hospital, he has given tons of money to the Boys and Girls Club, in addition to buying and passing out turkey dinners for those in need. Carmelo built a recreation center back in Baltimore for a community that has next to nothing for teen resources. He has always had a giving heart and has never turned down helping out the less fortunate. Just because he's made obvious stupid decisions, that has nothing to with his generosity. You need to take a look in the mirror with your self rightous bs.

  • May 8, 2008

    10:23 a.m.

    Suggest removal

    Ashley writes:

    Well, heaven knows he needs PR help. Remains to be seen, however, how seriously he's going to take this newfound "come to Jesus" moment. I hope, very much, he really means all this and is going to clean up his act. I hate to see anyone waste their talent. The jury's still out, Melo, so good luck.

  • May 8, 2008

    11 a.m.

    Suggest removal

    Kslayer writes:

    Most perfessional athletes have to give money to some type of charity. It's in their contracts. It would be a very bad BUSINESS mistake not to. I'd like to see a star like Melo make millions of dollars and not give a dime back to the community. That wouldn't fly very far with anyone. He wouldn't be a star very long. Giving is good, and yes, I do give. My opinion is that a giving hart creates a great character. I don't see that with Melo.

  • May 8, 2008

    11:44 a.m.

    Suggest removal

    jerrybaylor writes:

    Sure, Melo and his like have big bucks, but the issue here isn't how his contribution compares to the "commoner". The issue is how the money helps, and his money does considerably more than the "average Joe". Look at it this way, if you've ever done non-profit work, you always enjoy any contribution, but big ones sure make it easier! As to his intents, I'm afraid that we won't know until we figure out a way into the human brain to identify true intents.

  • May 8, 2008

    12:07 p.m.

    Suggest removal

    Lewlew writes:

    Kslayer, you don't know him personally so you really don't have a valid point. People aren't always how they are pertrayed in the news. I know a lot of mean SOB's but they have giving hearts. Appreciate the good that people do, you don't always have to take it with a grain of salt.

  • May 8, 2008

    12:57 p.m.

    Suggest removal

    Devil_Dog writes:

    Kslayer

    So you've seen most professional athlete's contracts. Really? Get a life! You're one of those people that would complain if they hung you with a new rope. Athletes are not role models either, role models should be a kids parents, but too many parents are willing (and in many cases desperately trying) to abdicate that job to whomever they can. It seems raising their own children is too difficult for them. Kids should admire an athletes ability to play a sport and aspire to be as good OR BETTER than the athletes they watch, but they should want to grow up to be like their parents and their grandparents or other family mentors who are teaching them how to be good responsible human beings. Melo makes mistakes just like everyone else his are just reported in the news, something most of us would not like.

    Bottom line a good deed is a good deed!

    So like I said get a life, better yet grow a brain, buy a heart and learn compassion.