While there is a new crop of young players who combine spectacular on-field performances with appealing personalities, none has reached quite the same level of star power—something M.L.B. is hoping to change. At the height of his popularity, Jeter earned nine million dollars a year in endorsements from the likes of Nike, Gatorade, Ford, and Movado; he regularly topped lists of the most powerful, the most marketable, and the most recognizable professional athletes in the world.