The Sports Business Advisor

They say the only thing constant, is change.  “They” must have worked in professional sports.  Trades happen casually every day, players are cut, and even coaches are moved around.  These types of changes are inevitable.  So, with all this change whirling around athletes these days, you’d think they would want to keep control over any touch points they could, particularly their personal brand.

Take LeBron James, for instance, arguably the most talented and athletic player in the NBA right now.  LeBron is considering changing his number from 23 to 6 (his number in the Olympics) as a get-off-his-turf tribute to Michael Jordan, stating that no one in the league should be allowed to wear that number.

Why he would decide to change it now is beyond me.  The number 23 has become part of his brand, and changing it now might not be doing himself any favors.  I mean, a good king bows to no one, right?

There are also numerous rumors floating around that LeBron is considering entering the NFL world, among other professional sports. Sure he is a freakish athlete and a fierce competitor, but would this type of change in his career be consistent with his brand?  I have always viewed LeBron’s brand to be a top-level basketball player and intelligent businessman, so in my opinion, no, it would not.

If he were to actually dabble in another professional sport, in some ways he’d be betraying his current fans and teammates.  Yes, he was all-star receiver in high school, but adding more physical stress onto a body that is not getting any younger means a higher risk for injury and possible shortening of his NBA career.

Sure, Bo Jackson and Dion Sanders did it, but how many other professional athletes can you name who have successfully accomplished a two-sport career?  Not even Jordan himself could really pull it off.

Of course, all these changes could be a lavish attempt to raise his merchandise sales.  New number, new sport, new jersey all mean new stuff for hardcore fans to buy, too.

LeBron, if you do decide to try an additional sport, here are some recommendations I have for you.

First off, assess the risks.  Football is one of the more dangerous sports, so be sure you’re in the right condition to take hard hits.  Also make sure that it doesn’t interfere with your basketball schedule. Talk with your current coaches, manager and teammates to work out the kinks.

Secondly, try and keep your same number (whatever that may be) in both sports; it should make for an easier transition.

Lastly, don’t spread yourself too thin.  If it’s not working in the NFL, give it up and go back to what you’re good at.  There’s no sense in humiliating yourself or suffering a career-ending injury.

Too much change can take a serious toll on an athlete’s brand, but with proper positioning, transitions can enforce all the right points.  It’s all about touch points, where you put them, and how your fans feel about it.