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Originally Posted by blog

JoeOE18
03-04-2011 08:51 AM


If you understand what it means to hit a set on the flop, then it’s pretty safe to assume you’ve heard of Phil Hellmuth. The Poker Brat, winner of the 1989 World Series, is the most prominent personality in the game. His skills at the tables might have atrophied, but that hasn’t prevented him from becoming the most well known poker player in the world.Phil’s ubiquity is down solely to how marketable he is. Phil Ivey is an incredible player, but is as famous for his stoic table manner as he is his mastery of the game. Ivey is engrossing for poker fanatics, but casual observers are going to get far more out of Hellmuth’s histrionics.

Plenty of people hate Phil Hellmuth, and I can see their point. He is obnoxious, rude, an egomaniac. A man with a massively over-inflated opinion of himself, in possession of an unfeasibly derogatory attitude to anyone who slights him. You just have to look at some of his famous ‘Blowups’ to get the picture.



But this isn’t all coincidence. Phil doesn’t wander through life oblivious, dragging his ego in whichever direction he is pulled. Of all the notable faces in poker, no one has such a masterful a control of his own image.

Consider his overblown WSOP entrances. Every year, Phil arrives late on Day 1C of the World Series of Poker Main Event. In 2009 he dressed like a Roman emperor, flanked by pneumatic models who wafted him with palm leaves. In 2010 he was a prize fighter, accompanied by MMA hard-case Wanderlei Silva.



No one asked him to pull these stunts. Phil saw an opportunity to extend his star power and he took it. Even better, his antics have riled some famous faces. When Doyle Brunson says, “I’m not playing today so I won’t see Hellmuth make a fool out of himself,� it’s great for Phil, because schmucks like me will write about it, generating even more press.

Just recently, Phil demonstrated how adept he is at manipulating the media. For months, rumours have been circulating that Hellmuth would appear in the upcoming season of Dancing With the Stars. Practically all of the speculation began at Hellmuth’s behest. Just a month ago he tweeted, “OMG! Phil Hellmuth (me!) on “Dancing with the Stars!� Outrageous! Might make a fool out of myself on Worldwide Television one more time…�

There was no word from the show’s production team or even a tip from an industry insider. Just a day before the roster was due to be announced he was interviewed by tournament director extraordinaire, Matt Savage.



Notice at the end of clip how he ever so un-subtly hints that he’s going to be in the show. He must know by this point that he hasn’t been chosen, but he also knows that if he gives the camera a sly wink, he can squeeze the last ounce of press coverage from his ruse.

Did you catch the ESPN question too? When asked about the rumours suggesting he might be joining the WSOP commentary team, he leads off with, “[There’s] nothing I can announce right now.� Think about it, what does that actually mean? It suggest that something’s in the works, but it could also indicate that there’s no substance to the idea.

What’s more, he then goes on to spell out the exact nature of the rumours, just in case any viewers weren’t aware. Noting that, “people are speculating that I might be the new ESPN commentator.� Without affirming or denying anything, he’s managed to create even more buzz and reel in even more people. It’s amazing work.

Right now, Hellmuth has good reason to self-promote (not that a lack of one has ever stopped him before). After leaving UB, Phil is a free agent and an attractive asset for one of the many large online poker companies. Aside from his prominence in the game, Phil is a well oiled self-marketing machine. You don’t need to pour thousands or advertising dollars at his feet, he’ll go about making headlines all by himself.

Just consider that interview again, where he mentions that no decision will be taken on his new sponsorship until April. That makes it sound like a deal is brewing, but it doesn’t definitely mean that. Once again his words are carefully calibrated to generate the most speculation possible.

Perhaps you think Phil Hellmuth is just a self-centered asshole with a blatant disregard for his fellow player. He is all of those things, but the point is that’s not just what he is. Phil Hellmuth is a genius. Maybe not on the felt, but no one in poker comes close to his mastery of self promotion.