Why Guardians' MVP candidate Jose Ramirez will never be marketing gold

Circumstances may keep Jose Ramirez from becoming a superstar, and he’s fine with that.

His agent, Rafa Nieves of Republik Sports, said the Guardians’ three-time All-Star third baseman has no interest in appearing in a national commercial. He’s not inclined to give up his off day for filming or a paid appearance that would take him away from his daughter, born in June 2019 just before the All-Star break.

From the small town of Bani in the Dominican Republic, Ramirez doesn’t speak much English. Signed by Cleveland as an amateur free agent in November 2009, he was not a highly touted prospect, projected as a utility infielder.

Three Silver Slugger Awards and finishing in the top three in American League Most Valuable Player voting in 2017, 2018 and 2020 and sixth last season have not changed Ramirez. He was content to sign a seven-year, $141 million contract extension just before Opening Day although a much larger payday was available elsewhere.

“It’s not in his DNA,” Nieves said in a phone interview with the Beacon Journal on Monday. “That’s why he decided he wanted to stay in Cleveland and not go to a large market. He’s from a very small town. He’s not chasing the spotlight; he’s not trying to be a movie star. The guy just likes to play baseball, that’s all he cares about.

“It’s not like Francisco Lindor. He needs the spotlight on him; he wants … different people.”

Four-time All-Star shortstop Lindor, Cleveland’s first-round pick in 2011, was traded to the New York Mets along with right-hander Carlos Carrasco after the 2020 season in a six-player deal that brought the Guardians infielder Andres Gimenez and shortstop Amed Rosario, along with two others. Lindor signed a 10-year, $341 million contract extension with the Mets in April 2021.

Marla Ridenour column: Good time to take Jose Ramirez show on the road as Guardian's MVP case overshadowed

Nailing down his spot: Cal Quantrill's 'intestinal turmoil' fails to disrupt Guardians' epitome of consistency

On the rise: Young, energetic Guardians are pushing to contend, threaten AL Central

Getting closer: Guardians designated hitter Franmil Reyes to begin rehab assignment Tuesday

With his dazzling smile and brilliant plays in the field to go along with his .276 career batting average, Lindor is one of MLB’s megastars, reaching a status that Nieves said Ramirez doesn’t want or need.

“The industry recognizes him,” Nieves said of Ramirez. “The average fan might not because he’s in Cleveland and he’s not on your Subway commercial or your Geico or State Farm commercial. But those companies for national endorsements, they’re always going to look for the Mike Trouts and the Aaron Judges of the world who play in large markets and they speak English. It’s hard for any Latin player to get that level of exposure.”

Also contributing was Ramirez’s lack of a pedigree coming up, Nieves said, far from that of Vladimir Guerrero Jr. of the Toronto Blue Jays, Wander Franco of the Tampa Bay Rays, or Fernando Tatis Jr. of the San Diego Padres.

“Those guys since they signed, since they were 16 years old, they’ve been promoted and they’ve been marketed as a superstar,” Nieves said. “Jose came up out of nowhere. He was not on the radar. People said he was going to be a utility player. He came up to replace Mike Aviles.

“Sometimes it’s hard for a player who came up like that to all of a sudden become a marquee player at the national level, especially if you play on a small market team. It just doesn’t happen. MLB is not going to push him. They need to push the Yankees, the Dodgers players, the Cubs players, especially for a Latin player. But he doesn’t mind it. He really doesn’t care.”

Nieves said Ramirez has endorsements with adidas, which is going to give him a bigger push, along with Wilson, Franklin and EvoShield sporting goods companies, the latter manufacturing batting helmets and protective gear. He said Ramirez made a commercial in the Dominican Republic with Banco BHD, the official bank of Major League Baseball.

Locally, Nieves said Ramirez will partner again this year with Cleveland Coffee on its Jose! Jose! brand, last sold in 2017. A Ramirez brand of salsa with a different company was marketed only in 2017.

“He’s out of their budget now,” Nieves said. “Local Cleveland companies can’t afford to pay a celebrity or a big superstar the kind of money they demand for appearances or one day of production. So he’s not doing those things anymore. Maybe if he was in New York or LA, local companies could afford that.”

Nieves said Ramirez is content to devote his free time to his daughter, who helped him break out of a 2019 slump during which he batted .218 in the first half. In the second, he hit .327.

“I will never forget because that’s the only All-Star Game he missed,” Nieves said. “He was having a horrible first half. Then his daughter was born and that’s what turned it around.”

The contract extension will keep Ramirez in Cleveland through 2028, and Nieves can’t imagine Ramirez having regrets over the money he left on the table.

“If he hasn’t changed after eight, nine years in the big leagues, he’s not going to change now,” Nieves said.

Marla Ridenour can be reached at mridenour@thebeaconjournal.com.Follow her on Twitter at www.twitter.com/MRidenourABJ.

This article originally appeared on Akron Beacon Journal: Factors limit marketing appeal of Guardians star Jose Ramirez