SBD/April 25, 2013/Marketing and Sponsorship

Potential Roc Nation Sports-Seth Jones Partnership Could Be Marketing Coup For NHL

Jones is represented by CAA, which recently entered a partnership with Roc Nation
If Jay-Z's Roc Nation Sports ends up partnering with top NHL Draft prospect Seth Jones, son of former NBAer Popeye Jones, for marketing representation, it could be a potential "blockbuster ... for the NHL," according to Greg Wyshynski of YAHOO SPORTS. Jones would be the league's "first black player taken No. 1 overall," which "isn't exactly seen as a model of diversity for casual sports fans." It is something that already has "caught the attention of non-hockey media." Should Jones go No. 1, it could be a "sea-change moment for the NHL and its marketing -- Tiger Woods-ian in its potential impact on American hockey, and especially if Jones is as good as advertised." If he "hooks up with Jay-Z, no doubt he'll be advertised" (SPORTS.YAHOO.com, 4/24). In Canada, Gregg Drinnan writes of Jones possibly going No.1, "Tie that in with his father's NBA connections, throw in Jay-Z and the marketing possibilities will be almost endless." However, Jones was "adamant that, at least from his perspective, this all is just speculation." Jones said, "I'm not signing ... I'm not committed to anything. My agent is Pat Brisson of CAA. I believe (CAA and Roc Nation) have some kind of joint partnership ... but it's in his and my best interests to open up new things" (KAMLOOPS DAILY NEWS, 4/25). Brisson yesterday in a statement said, "CAA Sports is proud to represent Seth Jones in all of his on and off the ice endeavors, spearheading all contract negotiations and marketing on his behalf. We are always looking to access all of the resources and relationships across the agency to bring new opportunities to our clients. Roc Nation and CAA Sports have recently announced a relationship which could be beneficial to our athletes" (TSN.ca, 4/24).
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