LaVar Ball’s Master Class on Black Fatherhood and Agenda Building is Legit!

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In the case of LaVar Ball, his strategic use of sensational statements to build a media agenda for press coverage of his son Lonzo is indicative of a man who understands the larger system of professional sports. This system requires far more from players than sheer athleticism and entails engagement with mainstream media for branding, endorsement, and merchandising purposes. Moreover, this same system frequently exploits the popularity of Black athletes for marketing purposes and shortchanges them financially. Given the inequities facing Black athletes in professional sports, LaVar’s strategy is entrepreneurial, unprecedented, and could produce multi-generational wealth for the Ball family, especially considering his recent decision to establish a sports agency called Big Baller Media Group.