New York Yankees: Robinson Cano Sees The Benefit Of Rolling With The Roc

By Richard Nurse

Robinson Cano didn’t wow the fans at Citi Field the way Oakland Athletics outfielder Yoenis Cespedes did, but he sure won in a big way on Monday—a way that Cuban sensations Cespedes and Los Angeles Dodgers outfielder Yasiel Puig probably never will after they reportedly turned down an offer from Roc Nation Sports.

Cano, on the hand, is starting to reap the benefits of Jay-Z’s marketing power. The same marketing power that landed three of his artists at No. 1, 2 and 3 on the Billboard charts, all while his sweet Samsung commercials were netting him a platinum plaque for an album that wasn’t even released yet.

That’s one million records sold in a deal that reportedly fetched Jay $5 an album. And this was all in one week. Now that’s marketing 101.

But wait there’s more.

One week later, Cano was signing his first multimillion-dollar sponsorship deal to be the face of Pepsi for Major League Baseball. The New York Yankees slugger also became part of the company’s uplifting global “Live For Now” campaign with Jay’s wife, Beyoncé Knowles-Carter.

With moves like this, it’s not hard to figure out why old-school agents like Scott Boras have been critical of Roc Nation’s potential problems.

“[The other companies,] they’re fighting it,” Jay said to Zane Lowe on BBC Radio 1. “They’re fighting it because it means you have to work now… and they’re not comfortable with that. They’ve been spending 15, 20 years just sitting back and collecting the check and now they have to get out, get up and they have to work…“

Roc Nation’s “new rules” approach to marketing and management are exactly what had people wondering: Will LeBron James Join The Roc?

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Richard Nurse is a columnist for Follow him on Twitter @blackirishpr.

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