Jump Shots, Playmaking Abilities and Marketability

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It was a strange convergence of sports geekdom and the high-stakes athlete endorsement world.

Late Wednesday night, I flipped over to ESPN’s coverage of the NBA draft for an overview of what transpired during the evening. The draft had progressed to the second round, a few hours after the drama and anticipation that surrounds the first 10-15 picks.

Initially, it seemed like typical draft coverage: The ticker scrolled across the screen, and the studio crew had just finished debating the merits of the latest pick. The banter, however, was much different. The anchor was interviewing ESPN columnist Darren Rovell, who writes on sports business issues. Among Rovell’s observations:

• Andrea Bargnani, the first overall pick, has limited marketability because he’s a foreign player who will play in Toronto.
• Former Gonzaga star Adam Morrison’s endorsement potential will be hindered because he was drafted by Charlotte, a team outside of the league’s high-profile markets. (Before the draft, Rovell reported online about Morrison’s endorsement deals with Topps, adidas and Electronic Arts that already rival established NBA stars like Tim Duncan and Kevin Garnett.)
• Two players – Brandon Roy and Randy Foye – will be difficult to market because of their similar names.

The analysis was not surprising when you consider today’s sports marketing world. But what’s striking is the prominence and importance it was given during the draft broadcast, when the focus typically revolves around the player’s on-court impact to his new team. The anchors smoothly transitioned from assessing a player’s jump shot and playmaking abilities to discussing his marketability off the floor.

On one level, it was likely an attempt from ESPN to fill air time during the otherwise-uneventful final picks of the draft. However, it also illustrates how athletic performance, off-the-court issues and marketability are intricately linked in today’s sports climate – even on draft day.