Can Someone Create a Marketing Deal Database?
For NBA junkies like myself, Hoopshype’s NBA salary data base and agent listings are a dream come true. I can find out each team’s salary situation, each player’s contract status and annual salary, and what players each NBA agent represents. But as someone that sits and analyzes the NBA business landscape on a daily basis, I’m starting to realize that there is also a need for a database that gives us a portrait of the NBA endorsement deal landscape. I want to know which companies players have endorsement deals with, the amounts and terms of those deals, and the agents that have negotiated those deals.
In the NBA today, many of the salaries are dictated by the maximums and minimums of the salary cap. For top level players, the need for an agent to negotiate certain deals is not as prevalent as it was in the past, because most of those individuals have their salary dictated by the rookie scale when they come in and then max level constraints when their rookie deal is up. By top level players, I’m talking about LeBron James, Carmelo Anthony, Dwight Howard, Kobe Bryant, Chris Paul, and Dwyane Wade type guys (Guys that are going to be maximum salary level salary players for the rest of their careers that will also likely have the opportunity to sign high dollar marketing deals throughout their career).
Players pick their agents based on a number of reasons (Not all of them are the most sound in the world. Just because an agent has a relationship with your AAU coach doesn’t mean he’s going to be the best agent in the world for you. Better yet, just because someone buys you an Escalade doesn't mean they are going to be the best agent for you). It seems like maximum salary type players should be picking their agents based more on their reputation securing top dollar endorsement deals, right? I mean, anyone can negotiate max salaries for those types of players. The real skill is in securing top level marketing deals for those types of players. So why not create a marketing database that shows us which players are meeting their marketing potential and which agents are really creating value for their clients? What’s it going to take to make this happen? We have guys like Darren Rovell, Brian Berger, and Darren Heitner covering the sports business landscape on the sports blogosphere. I’m sure that if with a combined effort, we could have that kind of database in no time. Anyhow, I’m an NBA business nerd, so this might be something that no one cares about. But I just thought I would put it out there.
In the NBA today, many of the salaries are dictated by the maximums and minimums of the salary cap. For top level players, the need for an agent to negotiate certain deals is not as prevalent as it was in the past, because most of those individuals have their salary dictated by the rookie scale when they come in and then max level constraints when their rookie deal is up. By top level players, I’m talking about LeBron James, Carmelo Anthony, Dwight Howard, Kobe Bryant, Chris Paul, and Dwyane Wade type guys (Guys that are going to be maximum salary level salary players for the rest of their careers that will also likely have the opportunity to sign high dollar marketing deals throughout their career).
Players pick their agents based on a number of reasons (Not all of them are the most sound in the world. Just because an agent has a relationship with your AAU coach doesn’t mean he’s going to be the best agent in the world for you. Better yet, just because someone buys you an Escalade doesn't mean they are going to be the best agent for you). It seems like maximum salary type players should be picking their agents based more on their reputation securing top dollar endorsement deals, right? I mean, anyone can negotiate max salaries for those types of players. The real skill is in securing top level marketing deals for those types of players. So why not create a marketing database that shows us which players are meeting their marketing potential and which agents are really creating value for their clients? What’s it going to take to make this happen? We have guys like Darren Rovell, Brian Berger, and Darren Heitner covering the sports business landscape on the sports blogosphere. I’m sure that if with a combined effort, we could have that kind of database in no time. Anyhow, I’m an NBA business nerd, so this might be something that no one cares about. But I just thought I would put it out there.
5 comments:
Is this similar to what you are looking for?:
http://www.whoisyoursponsor.com/
Nate,
I think it's a great idea. It would be fascinating to see all that info gathered in one place. I will look into it.
I willl also cosign your thoughts on the agent selection process. That game is a beast!
DH: I think the intent of that site is right on point. However, I don't think it is very accurate or very comprehensive. It has potential to be something special though. I wanna have something more database oriented like the hoopshype site. I don't wanna know who there sponsors are, but how much they are getting paid for their sponsorship and which agent is negotiating their marketing deals for them.
Fatal flaw, Nate: I have never seen an endorsement or other athlete marketing agreement NOT include a confidentiality clause. Revealing any terms of such an agreement puts the athlete and the agent in breach.
Yeah I hear ya Jennifer. But the numbers always still get out there somehow. How are publications like Forbes able to make lists of which athletes make the most money? And the numbers of most shoe deals are also a known fact. I appreciate the comment though.
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