Ball Sports Group aims to boost Lonzo Ball’s brand – Los Angeles Times

Lonzo Ball’s branding empire is expanding beyond pricey hats and T-shirts.

The former UCLA point guard said Friday that he had picked agent Harrison Gaines, who would work under the newly formed Ball Sports Group headed by Ball’s father, LaVar.

“We’re trying to do things differently, add a little flavor to the game and see what we can do from there,” Ball said while sitting on a leather sofa inside Lucky Strike at LA Live in advance of the Wooden Awards, for which he was a finalist.

Ball said he would be the first NBA client for Gaines, who has worked for a few sports agencies after having played at UC Riverside and Pennsylvania. Gaines’ LinkedIn profile states that he was chief executive officer at SLASH Sports & Entertainment and has a juris doctor degree from the Thomas Jefferson School of Law in San Diego.

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