Brooklyn Nets’ Joe Johnson, On Moving to the Big City
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But there are people paid to help him blend in, too. A modern NBA team is also an overlapping conglomeration of one-man, multi-million dollar brands. After an athlete gets traded, a small army of managers, publicists, and marketing agents whirl into action to get their clients ready to make the most of their new media market (aka “hometown”).
Johnson’s reps at EAG Sports Management greet a trade by preparing a dossier on their client’s new market, to determine what appeals to the locals there and pass that info on. Brooklyn, they were ready for. “New York is the number one market in America in terms of media and marketing opportunities and reach. Not only are there many more media opportunities, but there are more events, appearances, marketing opportunities than in a smaller market like Phoenix or Atlanta,” said CEO Denise White.