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Marketing and Sponsorship

UCLA G Lonzo Ball's Father Says His Son Will Be First Player Drafted With His Own Brand

LaVar Ball, the father of UCLA G Lonzo Ball, said that his son will be the first player drafted into the NBA "with his own brand." LaVar Ball appeared on ESPN Radio 710 L.A. yesterday morning and said if Lonzo "doesn’t sign with adidas, Nike or Under Armour, whoever, guess what? I’ll sign the Big Baller Brand." LaVar: "We already got our own brand. Triple B’s." Lonzo Ball is seen as a top pick in this year's NBA Draft if, as expected, he turns pro following his freshman year, and LaVar said potential sponsors already are "kicking in the door." LaVar: "They’re shocked at what I’m telling them. I said, ‘I’m not looking for no endorsement deal. I’m looking for a marketing and distribution deal.’ Co-branding. The only person doing that is (Michael) Jordan with Nike. That’s what we’re for." LaVar Ball said he has been working with people to help with Lonzo's marketing profile. He said, "I don’t go into this stuff blind. I got everything situated, but I don’t have to be out there telling everybody." LaVar added "everything is already together" regarding representation for Lonzo. LaVar: "Everything’s going to be in-house. The normal thing is for everybody to get an agent, but why do you need an agent if where he’s drafted the price is already there?" LaVar did note he is "not applying to be an agent" (“Morning Show with Keyshawn, Jorge & LZ,” ESPN Radio 710 L.A., 2/27). USA TODAY's Andrew Joseph noted the Big Baller Brand is "already an active apparel company, "and LaVar often sports a "Triple B" logo when watching his sons play basketball (USATODAY.com, 2/27).

CHANGING THE DYNAMIC: ESPN's Mike Greenberg notes the Ball family has "done the almost impossible in the one year that you get to play college basketball" in that they have "created a brand." Greenberg: "He is right now a better-known name than practically any of the other one-and-dones were." It is not "inconceivable that we may look back" on how Lonzo Ball was "handled as a college star and say this was the beginning of a new era.” ESPN's Mike Golic said, "If they want to brand and they want to market, they're not the first or last ones to try and do that. If they can be successful with that, more power to them” (“Mike & Mike,” ESPN Radio, 2/28).

FATHER KNOWS BEST? LaVar Ball earlier this season made waves by saying Lonzo is already better than Warriors G Stephen Curry and that Lonzo would only play for the Lakers. FS1's Colin Cowherd said, "I'd hate for us to punish the kid because his dad is a little unhinged." Cowherd: "We see a lot of great kids from bad parents. We see a lot of successful parents with lazy, entitled, trust fund kids. To me, I want to judge the kid and interview him and go to the combine in the NBA. I just think we have to be careful.” Former NBAer Kenyon Martin said, “His dad is writing a check out that his son might not be able to cash. He is a good player. He’s a kid. Don't put him in a situation he might succeed or might not” (“Speak For Yourself,” FS1, 2/27). ESPN's Bomani Jones asked, "Do you think it's going to cost (Lonzo) endorsement money? Do you think he's going to fall in the draft because people don't want to deal with his father?" Jones countered that by asking, "Have you seen Lonzo Ball play basketball? Have you seen UCLA be this good? ... He's so good that it would take a lot more than this, to me, for his father to wind up being the problem” (“Highly Questionable,” ESPN, 2/27).

PARENTAL GUIDANCE SUGGESTED: ESPN’s Sarah Spain said when players make the pros, it is a "little more difficult for parents or relatives to have an effect.” Spain said LaVar Ball’s comments are “something teams should take into account, but they shouldn't not pick him because of it” ("Around The Horn," ESPN, 2/27). ESPN's Michael Wilbon said, "Lonzo Ball is going to rise or fall based on the way he plays the game, and it seems like he can play it pretty damn well. Somebody is going to choose him high in the draft. ... Lonzo Ball’s father will have no play in that” (“PTI,” ESPN, 2/27). ESPN's Bomani Jones tweeted Lavar Ball "absolutely needs to fall back. maybe UCLA needs to rap with him, but they have no leverage. just gotta hope he chills." Crossover Academy founder Shaun Jayachandran: "UCLA must be in full panic mode as to the eligibility of all the Ball kids. First to be drafted with his own brand." 

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