Skip to content

Report: Kevin Durant jumps agents to Jay-Z’s Roc Sports

Jun 8, 2013, 12:01 AM EDT

2011 NBA All-Star Game - Performances And Celebrities Getty Images

This is why Jay-Z’s Roc Sports is a potential force in the agent business. For one, he’s an icon of success to a lot of players. Second, it’s not the contracts it’s the branding.

That’s why Kevin Durant is jumping ship from Rob Pelinka (Kobe Bryant’s agent, among others) to Roc Sports, something first reported by Liz Mullen at the Sports Business Journal.

This is a huge coup for Jay-Z’s fledgling agency, one of the best known and most marketable players in the NBA.

Roc Sports is collaboration between Jay-Z and the Creative Artists Agency (CAA) — one of the powerhouse agent groups already. What Jay-Z brings to the table is the ability to brand and market, plus his own cache. And that was enough, according to Adrian Wojnarowski of Yahoo Sports.

It makes some sense. In Durant’s case negotiating the contract is not that complex — he’s a max player and will be for a long time. It’s about maximizing off-the-court revenue and Jay-Z will hold sway there.

Durant was already fifth on the list of NBA earners, with $13 million in endorsements on top of his $16.7 million salary.

Jay-Z is selling his stake in the Nets to launch this agent venture.

  1. mogogo1 - Jun 8, 2013 at 12:17 AM

    It really doesn’t make much difference who max contract guys have as agents, that is true. And a star of Durant’s magnitude just might score some additional attention and endorsements by joining Jay-Z early. He’s a rare example of somebody who might actually come out ahead with Jay-Z.

    But, the central question for most other guys is going to be how much is Jay-Z going to charge them for the privilege of being their agent. The standard take for an agent is 10% and many do the majority of the work themselves, meaning their take is close to that full amount. Meanwhile, Jay-Z looks to be hiring out all the actual work…and he doesn’t strike me as the sort who’s going to let himself be out-earned. So, he’s almost certainly going to be charging a premium to cover his larger overhead costs. I wonder when some of these guys are going to figure that out?

    • teambringitstrong - Jun 8, 2013 at 8:14 AM

      Wrong answer. The NBPA standard is 4% for anything over the league minimum.
      However, this is irrelevant as KD’s current contract is a max deal and he has at least 6 years on it.

      • sportsfan18 - Jun 8, 2013 at 10:49 AM

        Duran’t contract isn’t for 6 yrs. On July 8th, 2010, Durant signed an extension for $89 million and change. The contract began in the 2011/12 season in which he earned a bit more than $15.5 million. In 2012/13 season, he earned $16.669 million and change. In 2013/14 he will earn $17.832 million. In 2014/15 he’ll earn $18.995 million. And in the 5th and final yr of his current contract, he’ll earn $20.158 million in the 2015/16 season…

  2. andyreidisfat - Jun 8, 2013 at 12:34 AM

    Over exposure mr Z. Americans love to hate the guy on top, love to watch him fall.

    • money2long - Jun 8, 2013 at 12:50 AM

      spiteful much ?

      • sire2334 - Jun 9, 2013 at 10:54 AM

        Signing a client is over exposure??? The thing about it is that he won’t fall. At least not from this. His m.o. is to align himself with powerful brands such as hp, def jam, live nation and now caa. Then uses his leverage to make deals with said brands and the result is a successful venture for all parties involved. I’m not a jay-z guy but this guy has power the likes of which few individuals have ever had. He’s up there with Trump, Gates, Jobs as far as power goes and soon with his wallet. Like it or not get used to it.

  3. coryfor3 - Jun 8, 2013 at 12:40 AM

    Yeah- any idiot can get Durant a max contract. It’s the popular marketing and brand building.

  4. giantssb42champs - Jun 8, 2013 at 1:16 AM

    I see what’s going on here.

  5. badintent - Jun 8, 2013 at 1:51 AM

    lets hope that Z is better than MC Hammer ‘s agent.Or Tyson’s.Or ………………………………

  6. fraudguy - Jun 8, 2013 at 2:48 AM

    I don’t know if Jay-Z is hiding his cachet…or players are looking for his stash. Please get an editor.

    • money2long - Jun 8, 2013 at 9:37 AM

      found it !
      his stash box is on 560 state street

  7. lucifershuttlesworth - Jun 8, 2013 at 2:49 AM

    Does the Z stand for Zimmerman?

  8. secularhaze - Jun 8, 2013 at 3:02 AM

    hopefully this means he’ll be too busy to produce any more NBA 2K games.

  9. kanemoney - Jun 8, 2013 at 3:12 AM

    It’s clearly for the brand that Jay Z can further build of KD. As the best scorer in the game, KD could be even more marketable than he is now.

    There are also things, like kids movies, he brand doesn’t need.

  10. tmatic74 - Jun 8, 2013 at 7:22 AM

    I do this for my culture To let ’em know what Jigga look like, when Jigga in a roaster. Show ’em how to move in a room full of vultures. Industry shady it need to be taken over. Other agents hate me I’m raisin the status quo up. I’m overcharging others for what they did to the Cold Crush. Pay us like you owe us for all the years that you hoed us. We can talk, but money talks so talk mo’ bucks.

    • kgsmith - Jun 8, 2013 at 8:24 AM

      I have no idea what you just said.. I assume you dropped out of school? “mo’ is that short for “more” ? What is jigga? And you say ” raisin the status quo?” Do you mean “RAISING”.. Go back to school pal.

      • spthegr8 - Jun 8, 2013 at 10:50 AM

        He or she, was reciting one of Jay-z’s song’s, without cursing. I assume you don’t listen to Jay-Z????? That was a rhetorical question.!!

    • badintent - Jun 9, 2013 at 1:33 AM

      Am presume to interpret your ghetto Eubonics for some street cred about the Italian Mob running the clubs up in Harlem in the 20’s and ripping off black artists that signed with mobbedup labels in NYC . Right ? Well , the mob ripped off white artists too. It took Tommy Shondells over 12 years until his own accountant found out he was owned over $20 million in radio, TV, concerts etc.revenues from his management. But do check with Toni Braxton, her black manager stole all her $$$$… she went on Oprah to whine about it. Like BB KIng said. “we got ripped off half, but at least we did get half.”

  11. cmdrsmooth - Jun 8, 2013 at 7:26 AM

    Wow..when KD pretty much “fired” his agent and went with Jay Z’s firm, it garden red national attention, as the media was quick to point out Jay Z’s affiliation?

    No venom from the media or NBA on this move. I agree this is no big deal. Just want to point out the despicable treatment handed to the Jets by the Media Circus.

    • money2long - Jun 8, 2013 at 9:41 AM

      there were negative reasons attributed to the jet’s player firing his agent. the reasons attributed to KD is he wants to be close to his idol. can you hate the man for that ?

  12. gmsingh123 - Jun 8, 2013 at 7:56 AM

    Give KD credit for learning it’s all about the Benjamins.

    • money2long - Jun 8, 2013 at 9:44 AM

      small market, big dreams
      went up and hooked wit jigga for big cream
      big team, cool dude , like a cold AC
      tryna bring the chip to the city of OKC

      i actually made that up , HA

      • gmsingh123 - Jun 9, 2013 at 7:10 AM


  13. spideysdog - Jun 8, 2013 at 8:00 AM


    that’s a really cool story. it’s laden with misinformation, but hey.

    a. the average agent take, is 3-5% depending on the agency. not 10%.

    b. players aren’t going to pay a much higher premium to join ROC Nation.

    c. outsourcing? seriously? every agency on the planet outsources. You think David Faulk, Arn Tellem, or any of the top shelf guys are negotiating every regional marketing deal for the players they represent?

    d. love him, hate him, or don’t care about him, jay z knows how to sell, and he knows how to market. you put the power of a high profile client list behind him, it will be extremely profitable for everyone.

  14. brianjoates - Jun 8, 2013 at 8:25 AM

    OKC is on the clock, three years left on his contract.

    Could see him returning home and bringing Chocolate City a title. DC is a major market, yet they have basically been terrible since the late 70’s.

    • kgsmith - Jun 8, 2013 at 8:28 AM

      Chocolate city? I did not now Hershey Pennsylvania had an NBA franchise.

      • brianjoates - Jun 8, 2013 at 9:08 AM

        try a tad bit harder.

      • money2long - Jun 8, 2013 at 9:47 AM

        @ kgsmith
        “did not NOW” ? do you mean “did not KNOW” ?
        what, did you drop out of school or something, pal ?

  15. kgsmith - Jun 8, 2013 at 8:25 AM

    Why is jay wearing sunglasses inside?

    • money2long - Jun 8, 2013 at 9:49 AM

      cuz his wifey beyonce probably likes how it looks on him.

  16. saint1997 - Jun 8, 2013 at 8:53 AM

    99 problems but a pitch ain’t one

  17. northstarnic - Jun 8, 2013 at 9:14 AM

    Used to be something of a Durant fan, to use the term loosely. Between the ridiculously low quality back tattoo (seriously, with all his money) and this, I’m starting to think he’s just another typical lame-brained athlete.

    • money2long - Jun 8, 2013 at 9:50 AM

      judging a book by its cover? how about we judge what comes out his mouth, rather than what’s on his skin.

  18. tmatic74 - Jun 8, 2013 at 9:17 AM

    kgsmith has just confirmed he is not a Jay Z fan but he is a Internet troll.

  19. thraiderskin - Jun 8, 2013 at 9:41 AM

    If KD wanted to really increase his marketability, wouldn’t it make more sense to leave Oklahoma City?

    • money2long - Jun 8, 2013 at 9:52 AM

      well, now he can have the best of both worlds.

  20. teedraper - Jun 8, 2013 at 4:31 PM

    Crackers getting MAD! LOLOL

  21. moneey31 - Jun 8, 2013 at 6:13 PM

    hey geezers relax, the guy was quoting a jay-z verse. this is a blog, go be an English teacher if you wanna be the grammar police…jay-z may not know anything about being an agent, but he is a saavy businessman who came from nothing and transitioned himself into a mogul

  22. mrlitl - Jun 8, 2013 at 9:51 PM

    kgsmith = idiot

  23. sportsnut101 - Jun 9, 2013 at 12:25 AM

    Jayz is about money he sold ownership for huge profit
    Now jayz building his brand bigger. Next is pdiddy lol

  24. dannythebisforbeast - Jun 9, 2013 at 4:22 PM

    Anybody who can pull together a concert w Beyonce and Nine Inch Nails as headliners sponsored by Budweiser. at tickets $80 a pop is cashing some checks

  25. bux1022 - Jun 9, 2013 at 11:36 PM

    Jigga! What’s his mu$@$)fu#%ing name!

Leave Comment

You must be logged in to leave a comment. Not a member? Register now!

Top 10 NBA Player Searches
  1. D. Rose (2688)
  2. K. Irving (2106)
  3. A. Davis (1760)
  4. L. James (1755)
  5. K. Bryant (1675)