Braun, Hamels Capitalize On Early Success With Marketing Scores
By Erik Swanson, Staff Writer
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Braun Developing Retail Line Of
Bats Through Sam Bat Partnership |
Brewers LF Ryan Braun and Phillies P Cole Hamels, each only 25 years old, are two shining examples of the next generation of MLB stars, having made waves both on and off the field. Each player already has made the NL All-Star team and earned a prominent award -- Braun the ’07 NL Rookie of the Year and Hamels the ’08 World Series MVP -- and as a result, both have established impressive marketing portfolios. CAA Sports agent Nez Balelo, who reps Braun, noted Braun has partnered with Ottawa-based Sam Bat to develop a branded retail line of bats that will debut in June. He also has partnered with supplement maker CytoSport, which also counts Suns C Shaquille O’Neal and Vikings RB Adrian Peterson as endorsers. Balelo said CytoSport has made Braun the "face of the brand, especially on the baseball side." Other partnerships for Braun include a recently signed deal with AirTran Airways, as well as pacts with Nike, Wilson and a deal with Mikita Sports for autographs and memorabilia. Hamels has enjoyed similar off-field success early in his career. During the offseason he filmed a national ad, via MMB, Boston, in support of his partnership with New Era Cap Company, and the spot is set to break later this month on cable networks including ESPN, FSN, MLB Network, SportsNet N.Y. and others. He also has deals with Louisville Slugger, Hugo Boss and an autograph/memorabilia pact with MAB Celebrity Services. Hamels last year partnered with Dunkin Donuts for a regional promotion that also featured Yankees P Joba Chamberlain and Red Sox P Jonathan Papelbon, and he recently appeared on the February 23 cover of Sports Illustrated.
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Hamels Stars In Upcoming
National New Era Spot |
BUILDING A BRAND: Looking ahead, Balelo said he believes Braun has “everything it takes” to expand nationally. “It started out regionally, but it has now expanded onto a national stage,” Balelo said. John Boggs & Associates President & CEO John Boggs, who reps Hamels, said his philosophy is that a player must be strong regionally before going nationally. "Obviously, you’re all about trying to get the national commercials, and those will eventually come," he said. "They usually come if it’s the right fit, if it’s the right script, if it’s something that he fits the bill perfectly with. And those are definitely coming down the pipe, because we’re getting inundated now with the regional spots. And that’s usually an indication of, okay, there’s an awareness here." While they are certainly in demand, Braun and Hamels are only pursuing projects with companies that particularly interest them, according to their agents. Balelo noted Braun "loves fashion," and consequently, he has developed his own clothing line, called Remetee, which is distributed throughout the U.S. and in 17 countries internationally at retail stores including Nordstrom's, Metropark and The Buckle. Balelo indicated that Braun at this stage can afford to be more discerning in pursuing deals and seeking out passion projects. “Because of his success, we don’t need to take deals just to try to make a buck,” he said. “We need to be careful that we don’t just have him branded everywhere in the country.” Similarly, Boggs said he is “trying to be as selective” as possible in marketing his Hamels. “We’re trying to build a brand, and the brand is Cole Hamels,” he said. “What you’re trying to do is you’re not trying to promote somebody who is a one-event wonder, but one that has sustainability.” Boggs said Hamels’ youth allows him to remain patient. “He is so young and he has so much potential, you try to focus on solid things that come down the pipe,” he said. “And if they’re not right, he’s not going to do them.”
GETTING INVOLVED: Braun is “completely hands-on” in making decisions about his marketing future, Balelo said. “We talk daily,” he said. “He loves to be involved, he wants to know what’s going on.” Hamels also is actively involved in the marketing process, said Boggs. “Cole is one client who has basically given me my marching orders,” he said. “Some things he does because they’re fun, some things he does because he likes the script, but he’s got to have an interest in it one way or the other. He’s not going to do it just to basically reap the cash reward from it. He really thinks about it, and it’s methodical.” Boggs cited Hamels' upcoming New Era commercial as an example. “He liked the script, it was funny, and he had the time to do it right before Spring Training, so it worked out perfectly,” he said.
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