Jay Z’s Roc Nation Sports agrees group endorsement for rookies

Multi-athlete deal with audio brand Monster Products described as ‘first-of-its-kind’.

Jay Z’s Roc Nation Sports agrees group endorsement for rookies

Roc Nation Sports, the athlete management agency founded by rapper Jay Z, has struck a marketing deal with audio brand Monster Products that includes several of the firm’s clients.

The agreement covers a number of the younger names on the agency’s books, including National Football League (NFL) rookies Leonard Fournette (pictured) and JuJu Smith Schuster, and basketball players Josh Hart and Dwayne Bacon, according to Forbes.

Under the one-year deal, each of the athletes will endorse Monster’s products, which include headphones, speakers and cables. Hart, who was selected by the Los Angeles Lakers as the 30th overall pick in this year's NBA Draft, announced the new tie-up on Twitter last week.

Excited to announce my partnership with @monsterproducts �� #ad #SoundOfChampions pic.twitter.com/cmZiaIsSPh

— Josh Hart (@JoshHart_3) August 3, 2017

Forbes reports that the ‘first-of-its-kind’ move comes as part of a Roc Nation Sports strategy to partner its rookie clientele with brands collectively, with a view to signing individual deals further down the line.

Each of the athletes included in the deal will be paid a similar amount, reports Forbes, although there will be slight differences in compensation depending on certain metrics such as a player's social reach, market size and overall popularity.

“If we can align them with blue chip brands during their rookie season and give them an opportunity to start building their brand portfolio as part of a group partnership, what a great opportunity for them," Michael Yormark, Roc Nation’s president and chief of branding and strategy, told Forbes.

"The leverage we have going to a company like Monster with multiple players in multiple markets is easier than marketing the players individually. There is no question it would be more difficult to align them individually.”

Roc Nation Sports, founded by Jay-Z in 2013, also represents a host of established sports stars, including Dez Bryant, Kevin Durant and CC Sabathia.