It’s time people got real about what Derek Jeter means to “The Yankee Brand”


I promise: I’ll stop writing about Derek Jeter when something else happens. But since there ain’t nothin’ else happening, more Jeter it is.  This time a fisking of Ken Rosenthal’s latest. He thinks the Yankees are treating Derek Jeter poorly and harming “The Yankee Brand.”  I think this is a bit silly.

Just answer me this: Why are the Yankees taking such a harsh stance, devaluing their franchise player and effectively damaging their own brand?

The harsh stance? Because they can. And it’s worth noting that when they failed to take harsh market-based stances against other free agents they were excoriated for skewing the salary structure of Major League Baseball.

But let’s be clear about something: the $45 million offer on the table — which may actually increase — does not “devalue” Jeter. It overvalues him. The Yankees are being generous with that offer, because it’s at least half again more than what any other team would offer him.  And even if it was a “devaluing” deal, the devaluation is attributable to time and the degradation of Jeter’s skills, not anything the Yankees have done in the past week of negotiations.

And the brand?  Please. To suggest that their somewhat sharp dealings with Jeter will harm the Yankee brand is to misunderstand the nature of the Yankee brand. Babe Ruth was left to dangle at the end of his career. Reggie Jackson wasn’t even given an offer to come back when his deal was up. Bernie Williams was given the cold shoulder. Even if Derek Jeter was forced into signing with the Nippon Ham Fighters the “Yankee Brand” would carry on just fine.

Is Jeter asking for that large a contract?

Yes. Yes he is. And I’ve yet to see anyone, even the most adamant Jeter backers, make an actual case for him to make more than $15 million a year for the next three years. Chase Utley makes that and he’s better than Jeter. It’s more than Hanley Ramirez makes.  Unless the argument is that people fill up Yankee Stadium specifically to see Derek Jeter and not the New York Yankees, I can’t see any “intangibles” case that justifies $15 million a year, let alone more.

Do all those empty premium seats at the new Yankee Stadium have club officials spooked?

The Yankees are a sophisticated business that prices their seats based on what the market will bear. If the empty seats spook them, they’ll adjust prices, like they just did. They also probably realize that the single biggest factor in attendance is wins and losses, and it’s a lot harder to win with a massively overpaid 37 year-old shortstop on the decline as opposed to a merely moderately-overpaid 37 year-old shortstop. Don Mattingly was on the team in the late 80s and early 90s. Everyone frickin’ loved Don Mattingly. Don Mattingly didn’t bring anyone to the ballpark on his own.

Are the Yankees trying to send a message to their other free agents, Mariano Rivera and Andy Pettitte?

They’ve been sending Andy Pettitte messages for years. Remember that $5.5 million deal he signed before the 2009 season? This is not unprecedented.

What is it?

I don’t think it’s anything other than a negotiation between a baseball team and a player. To the extent anyone is reading larger narratives into it or is finding injustice here it’s because they believe Derek Jeter to be different in kind than other players. He’s not. He’s a shortstop. A Hall of Fame shortstop to be sure, but he’s still just a shortstop. If he played in any other city he’d be pilloried for asking for the kind of money for which he’s asking.

Eventually, all of the rancor will diminish and the two sides will reach agreement, probably on a three- or four- year deal worth $18 million to $20 million per season. But Jeter might not easily forgive.

If the Yankees give Jeter between $18-20 million a year by the time this is all said and done Derek Jeter should not be in the business of forgiving. He should be in the business of kissing Brian Cashman full on the lips and thanking him for his outrageous generosity.

The Yankees have overpaid for countless other players, virtually all of them inferior to Jeter. Rarely do they draw the line in contract negotiations, as they soon will demonstrate again in their all-out bid for Cliff Lee. Now they’re going to start? With Jeter, of all players?

This is the line of reasoning that has driven me the craziest over the past few days. For one thing, it’s counter-factual, and you need only look at that Pettitte deal and many other deals out there.  The Yankees overpaid Alex Rodriguez. They ended up overpaying for a few others based on the performance they got in return, but gave them market or slightly-above-market deals at the time. The list of players the Kansas City Royals and San Francisco Giants have overpaid is way, way longer than the list of players the New York Yankees have overpaid.  The Yankees have signed expensive players. They have not, however, comically overpaid nearly as many players as people pretend they have.

But let’s say they actually are the worst overpayers in the history of baseball. Why must they continue to be? Why should dumb financial decisions in the past require that they continue to make dumb financial decisions now?  The Yankees have been signaling for some time that the Alex Rodriguez deal was a mistake. If Casey Close told Jeter “don’t worry — they’re going to overpay you too,” he has seriously misread the tea leaves. Both common sense and history have made it clear the the Yankees aren’t as crazy as they used to be. George is dead. Hank is Fredo. Hal and Brian Cashman are running the show, and they are doing exactly what they should be doing. And it has worked.

Though the numbers might suggest otherwise, Jeter does not see himself as Marco Scutaro. Nor should he. Not after helping the Yankees enhance their brand to the point where they could start their own regional TV network, build a new stadium and yes, generate enough revenue to buy players such as — ahem — Alex Rodriguez.

The quality of the Yankees teams between 1996-2010 have built that brand. Those championships have built that brand. Derek Jeter did not, in and of himself, build that brand. He had help, every single year, in making the Yankees what they are. He has been handsomely compensated for his contributions, but make no mistake: if it was just him and a bunch of scrubeenies, there would be no YES Network or Yankee Brand.

Yes, Jeter is 36. Yes, his decline only figures to accelerate. Yes, the question of how long he will remain at shortstop is a real issue. But his on-field performance next season is almost certain to include his 3,000th hit. Jeter is 74 hits shy of the milestone. And let’s just say the Yankees are going to make a little extra coin when he gets there.

Tell you what: let’s take the average historical attendance and TV ratings for whatever date it is Jeter hits #3,000, subtract it from the actual ratings and attendance on that day, and write a check to Jeter for the balance. If he is so incentivized, Will a $15 million deal then be sufficient?

Look, I don’t mean to pick on Rosenthal here. He’s not saying anything that a lot of other columnists aren’t saying.  I just think everyone is having a real perspective problem with this Derek Jeter business.  Rosenthal compares Jeter to Ruth, DiMaggio and Mantle. The Yankees marched on without Ruth and DiMaggio, actually improving in both quality and marquee value after each of them left, depending on how you measure such things. They faltered terribly in both regards, however, when a declining Mantle was  surrounded by a poor cast and ownership started to make poor business decisions.

It’s not the player. It’s the team. The Yankees are being more than fair with Jeter. They don’t want to lose him obviously, but they would do just fine without him. To not acknowledge that is to ignore the history of the team and the reality of Jeter’s contributions.

There’s no one to blame in Yankees’ loss

Joe Girardi

You’re going to boo All-Star Brett Gardner for striking out against a Cy Young contender?

You’re going to bash Alex Rodriguez for going hitless in another postseason game, three years after his last one?

Maybe you’d prefer to put it all on Masahiro Tanaka for giving up two solo homers to a lineup full of 20-homer guys?

The truth is that the Yankees were supposed to lose tonight. They were facing an outstanding left-hander with their forever-lefty-heavy lineup, and they simply didn’t have anyone pitching like an ace to set themselves up nicely for a one-game, winner-take-all showdown. The 3-0 result… well, that’s how this was supposed to go down.

It didn’t necessarily mean it would; what fun would it be if the better team always won? And the Astros might not even be a better team than the Yankees. However, the Astros with Dallas Keuchel on the mound were certainly a better team than the Yankees with whoever they picked to throw.

I just don’t see where it’s worth putting any blame tonight. Joe Girardi? He could have started John Ryan Murphy over Brian McCann against the tough lefty, but he wasn’t willing to risk Tanaka losing his comfort zone by using a backup catcher.

The front office could have added more talent, perhaps outbidding the Blue Jays for David Price or the Royals for Johnny Cueto, and set themselves up better for the postseason. However, that would have cost them Luis Severino and/or Greg Bird, both of whom went on to play key roles as the Yankees secured the wild card. Would it really have been worth it? I don’t think so.

Tanaka gave the Yankees what they should have expected. Had Keuchel’s stuff been a little off on short rest, Tanaka’s performance would have kept the Yankees in the game.

Keuchel, though, was on his game from the first pitch. The Astros bullpen might have been a bit more vulnerable, and late at-bats from Gardner, Carlos Beltran, Rodriguez and McCann definitely left something to be desired. Still, on the whole, the lack of offense was quite a team effort.

The Yankees got beat by a better team tonight.  I’m not sure the Astros would have been better in Games 2-7 in a longer series, but they had everything in their favor in this one.

Keuchel, Astros cruise past Yankees in AL Wild Card Game

AP Photo/Kathy Willens

Dallas Keuchel faced the Yankees two times during the regular season and was fantastic in each outing, striking out 12 in a complete-game shutout on June 25 and whiffing nine batters over seven scoreless frames on August 25.

The 2015 Cy  Young Award candidate continued that trend in Tuesday night’s American League Wild Card Game, limiting the Yankees to three hits and one walk over six innings of scoreless ball as the Astros earned a 3-0 win and advanced to a best-of-five ALDS with the top-seeded Royals.

Keuchel was working on three days of rest but didn’t show very many signs of fatigue, whiffing seven and needing only 87 pitches to get through six. He sure looked like he could have gone an inning longer, but Astros manager A.J. Hinch decided to turn the game over to his bullpen and they added three more big zeroes to the scoreboard at a very loud then very boo-heavy Yankee Stadium. Tony Sipp worked around some early jitters to throw a scoreless seventh, Will Harris kept the Yankees off the bases entirely in a scoreless eighth, and closer Luke Gregerson went 1-2-3 in the bottom of the ninth.

Impending free agent outfielder Colby Rasmus provided the first burst of offense for the Astros in the top of the second inning with a leadoff homer against Masahiro Tanaka. And then deadline acquisition Carlos Gomez, who missed a bunch of time down the stretch with an intercostal strain, got to Tanaka for another solo shot in the top of the fourth. Houston scored its third run on a Jose Altuve RBI single in the top of the seventh.

This is a young, talented Astros team with an ace at the head of its rotation.

Kansas City could have a problem.