The Ball brothers plan to sign with Roc Nation Sports in a completion of their turn away from their father’s Big Baller Brand endeavor, according to an ESPN report on Monday.
Beyond NBA representation — Lonzo, LaMelo and LiAngelo Ball will reportedly be overseen by agent Raymond Brothers — the potential deal has major ramifications for the basketball shoe industry. Roc Nation, headed by Jay-Z, will handle all future shoe deals for the trio, including that of LaMelo Ball, who is expected to be a lottery pick in the 2020 NBA Draft.
Because of the immediate interest LaMelo Ball will receive upon entering the league, there’s an opportunity for him to get a sponsorship worth somewhere in the tens-of-millions. Lonzo Ball infamously squandered a similar amount of cash when he came into the NBA because of his dad’s insistence he stick with Big Baller Brand.
“This is something that they are building from the ground up together,” said LaMelo Ball’s manager, Jermaine Jackson, to ESPN. “They are brothers and they love each other and that’s how they roll. It’s all love. They don’t separate from each other.”
Roc Nation is a growing member of the NBA agency space, currently representing Kyrie Irving, Caris LeVert, Justise Winslow and Rudy Gay, among others.
Rather than competing at the college level for a year, LaMelo Ball spent last season in Australia’s National Basketball League. He recently bought the team he played for there. Lonzo Ball, meanwhile, is a member of the Pelicans, and LiAngelo Ball is a fringe G League player.
“They put together a beautiful game plan with Jay-Z,” Jackson told ESPN. “The basketball game is about to change. They are going to create something totally new.”