Frank Gore ranks third on the 49ers' all-time rushing list, and he already has established himself as the best running back in franchise history.

At least that's the opinion of Roger Craig, the man who happens to rank second on San Francisco's career rushing list.

"The kid brings it like no other running back has brought it in our organization," Craig said. "We've had great running backs through the years with the 49ers and I've made my mark here and there. But Frank is definitely deserving to be called the new king. He earns it every carry."

Craig, 51, is not only a fan, he has become a close friend of the 28-year-old running back he said is "like a son." Since striking up a relationship a few years ago, Craig and Gore have shared meals and gone to Warriors games together.

Craig has counseled Gore on offseason training, proper running-back body maintenance (massages and chiropractors), in-game energy conservation (take himself out more often) and helped prepare him for life after football.

Craig, who works in marketing at Tibco Software in Palo Alto, has introduced Gore to company CEO Vivek Ronadive, who is also part-owner of the Warriors, and other corporate heavyweights such as former Visa CEO Carl Pascarella.

"He's been playing for a while now and it's time for him to reach out into the corporate world a little bit," Craig said.

Frederic Larson/The Chronicle

Of course, the tie that binds the pair is football. Craig, the first running back in NFL history to gain 1,000 yards rushing and receiving in the same season (1985), says he has a kindred spirit in the hard-running, do-it-all Gore. Craig, recalling how former 49ers head coach Bill Walsh strove for perfection, sees the same drive in his young counterpart.

"He wants to be the best," Craig said. "Whether it's running the ball, or play-action faking or blocking. I love the way he plays. I love his heart. He knows what his purpose is on this 49ers team and that's to win. At all costs. And he'll do whatever it takes to do that."

By most measurables, Gore, who needs 651 yards to pass Craig on the Niners' career rushing list, has not yet attained his mentor's status. Craig went to four Pro Bowls (Gore has two Pro Bowl berths), won three Super Bowls and ranks second in team history with 11,506 yards from scrimmage (Gore is fifth with 8,697).

No matter, Craig says. He's eager to see Gore gain 931 yards and pass Joe Perry as the franchise's all-time rushing leader. Then the record book will reflect what Craig says is already clear.

"He deserves that title," Craig said. "He's the new king now. He earned it, man. I can't wait to see him break that record."