Scott Boras, the Avenging Agent, recently called one of his clients, Juan Soto, “the Mona Lisa of the museum.” The baseball media, familiar with the agent’s hyperbolic history, dutifully added this entry into the man’s Rolodex of Hype.
Yet it’s worth pointing out that 10 million+ people view the Mona Lisa on a yearly basis at its home inside the Louvre in Paris. In its Yankee Stadium home in the Bronx — with Soto — just over 3 million fans watched the Bombers play in 2024. Without Soto, the 2023 Yankees also drew just over 3 million.
Mona Lisa —1
Boras — 0
Hours are spent by Gasbags, desperate to fill time, reciting Soto’s baseball statistics while attempting to figure out how owners like Hal Steinbrenner, Steve Cohen, and others, will reach in their pockets to win The Soto Sweepstakes.
Not much effort is spent trying to quantify Soto’s value as an entertainer, especially when Boras compares the outfielder to the “priceless” Mona Lisa. Yet if ever put up for sale, this masterpiece could be worth anywhere between $850 million-$1.01 billion, which unless one owner loses his mind, numbers Soto won’t fetch. The “ceiling” for a multi-year Soto deal is reportedly $700 million, likely Boras’ dream scenario.
For that kind of dough, Soto should be a must-see-TV attraction. How did the Yankees do on the TV side before the outfielder joined the team compared to 2024? Viewership on the Yankees Entertainment and Sports Network Bombers telecasts this season averaged 171,000 viewers per game, down slightly from the (without Soto) 172,000 viewers per game average in the 2023 season. Combined minutes of Yankees games watched on YES and the YES app were 6.6 billion with Soto in 2024, up from the 6.4 billion minutes in 2023.
For the Yankees, the sky, in terms of TV ratings and attendance, was already high before Soto came to the Bronx. With Aaron Judge one of the faces of the game, the Yankees already had a legitimate — literally larger than life — superstar who also appeals to the casual fan with his must-see-TV at-bats.
For all his brilliance, Soto is not a spectacular outfielder. Yet his at-bats, which produce eye-popping offense, are almost theatrical in nature. They often feature him looking out at the pitcher and changing expressions depending on the result of each pitch.
Unfortunately, while these grinding at-bats are unusual, they appeal more to the hardcore fans who appreciate Soto’s patience and ability to foul off, aka, spoil pitches. Unfortunately, they slow the action for casual fans who would rather be serenaded by long balls and bat flips. Soto did wallop 41 home runs this season.
Nonetheless, when it comes to Soto, Boras has plenty to sell. And while comparing Soto to the Mona Lisa is more than a reach, it still, in terms of great moments in public negotiating, was a thing of beauty.
COULD REX FIRE UP JETS?
The Jets are leaderless.
General manager Joe Douglas came out of hiding Wednesday finally facing notebooks and cameras. He looked like he wanted to catch the first thing smoking out of Jersey. Jeff Ulbrich was looking skyward waiting for the next ax to fall.
Woody Johnson was spending his days staring at his phone waiting for a call — and next assignment — from president-elect Donald Trump. And Aaron Rodgers was waiting to see how the Jets do in Arizona Sunday before he decides to slip into darkness, aka, the Injured List.
That’s why in the midst of all the Jets jumble and jive, it was “reassuring” to hear Rex Ryan say he’s interested in again coaching the team if the job opens up. Adding to this welcome proclamation was its endorsement by the self-anointed Jets martyr, Joe Benigno and excitable (Screaming) Sal Licata.
If nothing else, Ryan is fearless. Under his leadership the Jets have a better chance of restoring their heart beat. At least it’s a start.
STEPHEN A. VS. KD
Anyone else lost track of the on-again feud between Stephen A. Smith and Kevin Durant?
This time the back and forth included Durant calling SAS “a clown” last Saturday and Smith going on First Take, Monday, to say how much he respects Durant before eventually ripping the well-travelled player. Smith appears on so many different shows but we think he used his own podcast to eventually trash KD.
Anyway, these “conflicts” have happened so often it’s reasonable to suggest both the player and the commentator, think the controversy, manufactured or otherwise, is good for both of them in terms of views, clicks, other eyeball metrics and their overall brand.
Unfortunately, the rip-and-repeat between SAS and Durant has also become a predictable production.
AROUND THE DIAL
At this point in the NFL season, Bill Belichick is the most compelling watch among the new talent arriving on the league’s TV scene. Whether it be on The Breakdown with Peyton Manning, or the Pat McAfee Show, or MNF with the Manning brothers, the coach-in-waiting may not answer every question with sincerity (sometimes he’s in avoidance mode) but he leaves viewers with something to think about. And he is actually likeable. … All new national outlets involved in the NBA TV biz should put an immediate halt in their search for the next Charles Barkley. No such person exists. … Anyone else believe someday, someway Craig Carton (now with FS1 in the morning) is going to return to WFAN — and not just in a cameo roll? … Phil Simms added some much needed juice to the Giants sleepy radio (WFAN) pregame show prior to Commanders matchup. … Simms radio appearance did not impress Shaun O’Hara. On the Giants MSG postgame show, a replay aired of Simms, an honorary captain, walking to midfield for the coin toss. O’Hara: “Phil looks lost. Is he looking for directions?” … NFL Network’s Rich Eisen and Kurt Warner will work Giants-Panthers from Munich. Kenny Albert and Jonathan Vilma will be in the Fox booth for Jets-Cardinals.
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DUDE OF THE WEEK: GREG SANKEY
The powerful SEC commissioner took care of business with one memo when he told the football schools in his league to “stop the feigned injury nonsense.” Or else.
DWEEB OF THE WEEK: JASON KELCE
And you thought Stephen A. was overexposed? Far too much visibility for a former player in Year 1 of retirement. Please pace yourself or suffer the consequences.
DOUBLE TALK
What Joe Douglas said: “I come in here every day. I just want to do whatever I can to help this team reach its goals and get to its destination, and whatever happens, happens.”
What Joe Douglas meant to say: “Working for Woody, and Aaron, is no picnic.”
