Vince Gennaro, a consultant to several major league teams, said,
“As a nameless, faceless shortstop, I have him worth $10 million
to $11 million, but as Derek Jeter, I have him worth about $20
In 2011, Gennaro said, a little more than half of that value would
be as a performer, but in future seasons “his performance value
goes down as his marquee value ascends.”
Sounds about right. Baseball is a cold hard business, dominated by numbers and statistics. But Jeter is different. He’s a living, breathing extension of the most valuable thing in all of sports: the Yankees brand.