DETROIT — Toward the end of his latest podcast episode — a show that seems to have every second sponsored — Jalen Brunson, prompted by co-host Josh Hart, teased an upcoming marketing deal “in the works.”
“Must be nice,” Hart said on “The Roommates Show.” “King of New York.”
Indeed, Brunson, boosted by his rise in star power in the media capital, is cleaning up the sponsorships.
“King of New York” may be strong — it is a slogan of marketing campaigns, however — but Brunson is certainly in contention for the crown, with a sports branding expert placing him in the top three of most marketable NYC athletes.
The billboards, commercials and social media campaigns are all flowing.
Although all of Brunson’s sponsorships are hard to track down because deals expire, a review discovered 10 active.
It’s easy to see how the point guard can make up a lot of that discount he took on the contract extension.
“I feel like it’s going pretty good,” Brunson said Friday of his sponsorship deals.
Joe Favorito, a longtime sports marketing consultant and professor at Columbia, witnessed the star power in the summer at Fanatics Fest.
At an event in NYC with the world’s biggest stars — including Tom Brady and Jay Z — two teenage boys wearing Knicks jerseys walked past Favorito in tears of joy.
“They turned to their parents and said, ‘I got to touch Jalen Brunson,’ ” Favorito recalled.
Brunson’s portfolio is diverse.
His current sponsorships include clothing/apparel companies (Faherty, Fanatics, Nike, Macy’s), food companies (Dunkin’ Donuts, BodyArmor, DoorDash), a video game (NBA2K) and even a hand lotion (O’Keeffe’s).
BodyArmor, an energy drink, recently unveiled Brunson billboards outside of MSG and handed out big foam hands to fans before a Knicks game.
Unfortunately for BodyArmor, the hands were confiscated at the door because MSG is a Pepsi venue and BodyArmor is owned by Coca-Cola.
The hands were a casualty of a brand war but also an indication of the company’s belief in Brunson.
“That shows the value that a brand is willing to take that risk knowing how valuable Jalen is to them. They wouldn’t do that for most athletes,” Favorito said. “That’s a marketing spend that literally went nowhere — it went into the garbage — but it was something that they showed no matter who you are in that building, you wanted to be associated with Jalen Brunson. And that says a lot.”
Asked to rank the New York athletes with the highest marketing potential, Favorito mentioned Francisco Lindor, Aaron Judge, Aaron Rodgers, Sabrina Ionescu and Breanna Stewart but added Brunson “has got to be top three. There’s no way he’s not top three in New York.”
And it makes sense.
The football teams struggle annually, and Rodgers is polarizing off the field.
Brunson isn’t on the level of Yankee greats, but his brand is more Derek Jeter — humble leader — than Aaron Judge — freak athlete.
“If I’m looking to identify with an athlete who has no baggage, is successful on the court, everyone can relate to, has a great history, understands New York, I think Jalen Brunson has to be on that list at top three,” Favorito said. “If he wants to do it, that’s a personal choice he has to make.”
As Favorito indicated, sponsorships require commitment of time and energy.
Brunson’s portfolio suggests he’s all-in but the point guard also revealed Friday that he stopped doing appearances once training camp started.
All these new commercials are actually old.
“I think for the first time in my career, I tried to get everything done, like shoot-wise, appearance-wise, in August and September, my last one during training camp,” Brunson said. “In-season, I try not to do anything.”
Nothing is more lucrative than winning.
“The more we win, the more off-court stuff comes on our plate,” Brunson said on his podcast, adding, “I feel like in New York, you have to capitalize on everything.”
