*By Carlo Versano and Conor White*
Alex Rodriguez had one of baseball's most storied and complicated careers, but his investment strategy is quite simple.
That strategy, made famous on "Shark Tank," is about focusing on business segments the former Yankee both understands and is passionate about. He told Cheddar he prefers the "narrow and deep" over the "wide and shallow."
To pursue the narrow and deep, Rodriguez ー the beneficiary of two of the most lucrative contracts in sports history ー is now the CEO of his own investment firm, A-ROD Corp.
His business acumen was first observed during his famous baseball career, when he grew a real-estate portfolio from a single duplex to now more than 10,000 units across 11 states. Real estate was something he understood implicitly after growing up poor in Florida. "I dreamt as a young man that one day I could trade places with the landlord," he said.
He has used that same gut strategy to invest in new ventures in health and fitness, media and entertainment, and even a beauty brand (with the help of his girlfriend, Jennifer Lopez).
Among those investments: a partnership with esports powerhouse NRG. The esports industry is one that Rodriguez called a "phenomenon."
"The numbers and the business keep growing," he said. "Other than the Super Bowl, esports will take a backseat to nothing."
When A-Rod came on the scene as a rookie slugger for the Seattle Mariners in 1994, the idea of a player signing a contract worth hundreds of millions of dollars was almost unheard of. But in 2000, he signed a $252 million deal with the Texas Rangers ー the biggest by far at that point.
Now, nine-figure contracts for baseball's best players are more common, and Rodriguez thinks they have room to grow even larger. The league grew from $1 billion to $10 billion in revenues during his time on the field, though he said contracts have not grown apace.
With two of the league's best talents, Manny Machado and Bryce Harper, now in free agency, his record for most career earnings ($480 million) could finally be broken ー and he hopes it is. "I am cheering them hard," he said. "I hope they both break it."
For full interview [click here](https://cheddar.com/videos/mlb-legend-alex-rodriguez-esports-is-quite-a-phenomenon).
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Patriots wide receiver Julian Edelman might be the MVP of the Super Bowl, but the #MVP award for Super Bowl brands goes to Planters' Mr. Peanut. Mr. Peanut won Twitter's #BrandBowl contest for generating the most brand-related tweets during the Big Game. "They ran a really smart sweepstakes on Twitter and were giving things away during the game," Ryan Oliver, Twitter head of brand strategy, told Cheddar on Monday.
Bud Light topped Salesforce's list of most buzzed-about brands during the Super Bowl, followed closely by Pepsi, Budweiser, Doritos, and Avocados from Mexico. Rob Begg, Salesforce's vice president of product marketing, said what set those brands apart was their active engagement on social media. "One of the things we did see with brands over the Super Bowl were the ones who had the highest mentions and the biggest buzz were the ones that sort of carried the advertising conversation online,” he told Cheddar.
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While the New England Patriots and Los Angeles Rams face off for the Super Bowl title, advertisers will be waging their own battles during Twitter's Brand Bowl 53. Ryan Oliver, senior director of brand strategy for the U.S. and Canada at Twitter ($TWTR), said the Brand Bowl is a celebration of the advertisers that are being talked about on Twitter.
Wine manufacturer Yellow Tail can’t buy a national ad during the Super Bowl ー but that won't stop the company from getting its “Tastes like Happy” campaign out to the public in spectacular fashion. To skirt the category exclusivity hold that Anheuser-Busch InBev ($BUD) has on the Big Game, Yellow Tail bought 81 local ads ー which cover about 90 percent of the nation.
