Kevin Durant is the latest superstar athlete to join Jay-Z’s new Roc Nation sports agency, according to reports.
Since selling his shares of ownership of the Brooklyn Nets in order to become a sports agent, the hip-hop mogul has already signed a handful of young superstars.
Durant, one of the three most popular players in the NBA, will join the likes of Robinson Cano, Victor Cruz, Geno Smith and Skylar Diggins as clients of Roc Nation.
While Jay-Z might not be the most seasoned sports agent, his brand development skills are undeniable. In the new age of brand marketing and social media, teaming up with a pop culture icon is one of the best ways for an athlete to increase his or her public image.
“KD doesn’t want a traditional NBA agent anymore,” a league source told Yahoo! Sports. “He wants Jay-Z to handle his branding. …He had a chance to be with his idol and couldn’t say no.” It also helps that Roc Nation is backed by Creative Artists Agency, one of the most powerful sports agencies in the country.
This is the second time in two years that Durant has changed agencies. He was most recently with Rob Pelinka of Landmark Sports, which represents both Kobe Bryant and James Harden. Pelinka had been Durant’s most recent agent. In a year with Pelinka, Durant was the most marketed player in the league, with national TV spots for Nike, Sprint and Degree, to name a few.
But very few agencies can offer what Roc Nation offers. Jay-Z has influence and connections in sports and entertainment that very few people can match. If Durant wants to be surpass LeBron James and Kobe Bryant as the most popular figures in basketball, teaming up with Jay-Z was the right move.
article via sportingnews.com