Getty Images: Exum’s brand will continue to grow under The Sports Group.
Utah Jazz and Australian Boomers point guard Dante Exum has signed on with Australian based sports management firm, The Sports Group, to an exclusive Australian commercial and marketing representation deal in partnership with his US based agency Landmark Sports.
The NBA is experiencing huge growth in Australia and Exum is a huge part of the boom as the poster-child for ‘generation next’. As a near-certain selection for the Australian Boomer’s 2016 Rio Olympic Games campaign, local representation in the form of The Sports Group was seen as imperative to nurture media and commercial interest around the Boomer’s star guard who is also one of Australia’s most marketable athletes.
“Dante’s popularity in Australia is unprecedented. We’re talking about a guy who was recruited into the NBA as a top-‐five pick from Basketball Australia’s development pathway as an 18 year-‐old.” said The Sports Group Co-Director Mark Jones.
“Dante plays an exciting brand of basketball. His durability saw him play in all 82 NBA matches in his rookie season. To command the profile and resonance that he does with the Australian public already is telling – his on-‐court magnetism clearly transcends the basketball arena.”
“Dante has an incredibly strong work ethic, a clear vision for his future and a really palpable respect for the game. Those personal qualities really stack up for us from a brand value perspective and they also offer us a really strong position from which to engage with stakeholders.” added The Sports Group Co-Director Rod Read
“This partnership with Landmark Sports Agency will underpin a genuinely global management strategy for Dante Exum, and for our part, work to embed Dante’s profile locally.”
Exum’s personal brand has gone through huge growth over the last 12-18 months. With the Repucom,‘2014 International Index for Celebrity Evaluation’ highlighting just how popular he has become in the Australian market.
Exum figured in the top 10 Australian athletes across multiple categories – Appeal (#6), Trendsetter (#8), Breakthrough (#5), Endorsement (#9), Aspiration (#6), and Influence (#8), pitting him alongside some of Australia’s most established talent brandsand athletes.
Landmark Sports Agency Director, Rob Pelinka echoed Jones’ excitement around the establishment of a collaborative management agreement.
“Dante is a genuine global superstar,” said Pelinka.
“Here is a guy who has the potential to set the NBA and the Olympic Games alight in the coming years – all in the company of the world’s best players.
“In partnering with Rod (Read), Mark (Jones) and the team at The Sports Group, we have a highly reputable, locally-‐ networked team working as an extension of our own firm to further the development of Dante Exum in his home market, which will be incredibly important during this focused build to Rio 2016 and beyond.”
Exum joins a talented stable of world class Australian athletes at The Sports Group including Daniel Ricciardo, James Magnussen, Christian Sprenger, George Smith, Matthew Mitcham, Steve Hooker, Lauren Mitchell, Kimberley Ravaillion, Paige Hadley and Carla Dziwoki.
Written with help from TSG press release