Analysis by Jordan Callis in SRM 435 (section 2)
In “Ndamukong Suh Joins Jay-Z’s Roc Nation Agency,” author Will Brinson discusses the recent move that Detroit Lions’ defensive tackle Ndamukong Suh has made regarding his representation. Suh recently left his former representative agency, Relativity Sports, to join forces with Roc Nation, who has recently made a splash by signing the likes of Victor Cruz and Robinson Cano. Brinson suggests that Roc Nation could help Suh mend a reputation that is in need of repairing after multiple incidents where Suh has kicked, stomped, and roughed other players and received multiple thousand-dollar fines. Brinson adds that while Suh has had his problems, he is still a very good player and seems to have a huge upside; and with his current contract soon to expire, a long term deal would make sense for both the Lions and Suh because his salary cap number for 2014 is $22.4 million, which is definitely on the high side.
While Brinson notes that it is unsure whether Roc Nation will be handling the contract negotiations for Suh, it seems that allowing this could serve Suh well, as Roc Nation is fresh off landing Robinson Cano a record deal with the Seattle Mariners. Regardless, Roc Nation will be able to market Suh in ways that other agencies simply cannot due to Jay-Z’s popularity and connections. Brinson is surely correct in noting Suh’s damaged reputation will be a difficult one to restore, but if anyone can do it, Roc Nation seems to be the go-to. The one thing that Suh has to his advantage is his play on the field. Players’ marketability increases when their play on the field is high-caliber. When it comes to players getting promotional deals, positive play on the field seems only second to an outstanding reputation off the field. Suh will not the Peyton Manning’s of the industry in terms of source power or attractiveness, but a potential deal for Suh to represent a company that manufactures and/or distributes football equipment would make sense in terms of source credibility, as Suh is one of the top defensive tackles in the game and has made a name for himself on the field. However, in order for endorsement deals to be a reality for Suh, a community service project with his name on it might be a more important angle to sell to the public at this point.
This article relates to our class because it concerns organizations and how they market their products. Organizations need promotions that can accurately and effectively communicate information about their products, and if organizations choose an athlete to represent their products/services (which many in the sport industry do), they want to be sure that they pick one who will leave their brand in better shape than before. In this case, Ndamukong Suh will be using Roc Nation to convince organizations that he is the best choice to represent their brand. It is up to Suh to avoid any behavior or situations that will negatively impact Roc Nation’s ability to sell him to companies. Additionally, Roc Nation must seek out the most fitting endorsement deals for Suh.
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Analysis by James Naylor in SRM 435 (section 2)
Lion’s defensive tackle Ndamukong Suh recently signed with Roc Nation sports agency according to ESPN analyst Adam Shefter. He recently left his former agency, Relativity Sports and according to analysts, it may be time for Suh to change his image. Jay Z may be the one who gives him that opportunity. Jay Z is the agent of a few NFL athletes, but Suh will be his most recognized yet. Suh is infamously known for his excessive intensity during the game. He is a very powerful pass rusher who is most recognized for stomping on a player and kicking another, not to mention all the penalties he’s accumulated for roughing-the-passer. Suh may be potentially trying to get on the good side of the news by switching agencies. Suh is in the last year of his contract and Jay Z may try to negotiate a new deal or just focus on Suh’s marketability.
With regards to marketing and promotions, there seems to be potential opportunity by signing endorsement deals with Suh who has already made deals with Nike, Dick’s Sporting Goods, Subway and Chrysler. With an agent like Jay Z who has experienced tremendous short-term success by signing big names, other major companies may want to look into making deals with Suh. Jay Z has helped other clients such as Robinson Cano, arguably the MLB’s best second baseman, who signed his first endorsement deal with Pepsi last summer. The other aspect of this is there may be too much of a risk to deal with Suh. There is cause for concern since Suh was rated the NFL’s dirtiest player as well as the league’s least liked player. However, with a new agent, Suh may be able to change his image, sign major endorsements and gain a better reputation.
This is relevant to our class because the marketability of professional athletes plays a major role in advertising and promotion. Suh may be on the verge of making serious money sponsoring various goods. By marketing Suh positively, Roc Nation may be able to increase Suh’s source attractiveness and credibility. With the multiple connections Roc Nation has, Suh can gain more exposure and help tap into new markets helping not only companies he signs endorsements with, but the NFL as well.
With regards to marketing and promotions, there seems to be potential opportunity by signing endorsement deals with Suh who has already made deals with Nike, Dick’s Sporting Goods, Subway and Chrysler. With an agent like Jay Z who has experienced tremendous short-term success by signing big names, other major companies may want to look into making deals with Suh. Jay Z has helped other clients such as Robinson Cano, arguably the MLB’s best second baseman, who signed his first endorsement deal with Pepsi last summer. The other aspect of this is there may be too much of a risk to deal with Suh. There is cause for concern since Suh was rated the NFL’s dirtiest player as well as the league’s least liked player. However, with a new agent, Suh may be able to change his image, sign major endorsements and gain a better reputation.
This is relevant to our class because the marketability of professional athletes plays a major role in advertising and promotion. Suh may be on the verge of making serious money sponsoring various goods. By marketing Suh positively, Roc Nation may be able to increase Suh’s source attractiveness and credibility. With the multiple connections Roc Nation has, Suh can gain more exposure and help tap into new markets helping not only companies he signs endorsements with, but the NFL as well.
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