Yoenis Céspedes has signed a multiyear shoe and apparel deal with
New Balance, one of several endorsements the slugger’s agents at
Roc Nation have been working on since he signed a new contract with the New York Mets.
Céspedes, who signed a three-year, $75 million deal to play outfield for the Mets earlier this year, has also signed a new batting glove deal with Franklin Baseball.
Financial terms of the endorsement deals were not disclosed.
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Roc Nation waited till Yoenis Céspedes signed with the Mets to shop for deals.
Photo by: GETTY IMAGES |
“Now that he’s signed a long-term deal with the Mets, he’s become the face of the Mets; he’s become the face of baseball in New York City,” said
Michael Yormark, Roc Nation president and chief of branding and strategy. “We don’t want to overinundate him with partner responsibilities, but we are hoping to have five new partners in his portfolio by Opening Day or the start of May.”
New Balance replaces Mizuno, which had a short-term deal with Céspedes. He did not previously have a batting glove deal.
New Balance will use Céspedes in its marketing mix as it launches new products this summer and into the fall, including in digital and in-store advertising, said Mark Cavanaugh, New Balance global general manager of sports marketing.
Céspedes fits with New Balance’s brand of trying to “change the game,” Cavanaugh said. He will work with the brand in providing feedback in the design and development of shoes, and he also gives back to the community, as all New Balance athletes do, Cavanaugh said.
“We also recognize that he plays in a great market,” he said. “And on a team that is poised to make some noise in October once again.”
New Balance has deals with 13 other Mets players, including outfielder Curtis Granderson, shortstop Asdrúbal Cabrera and outfielder Juan Lagares. New Balance signed another Roc Nation MLB client, Seattle Mariners second baseman Robinson Cano, to a deal last year.
New Balance is just the beginning of a marketing strategy for Céspedes, a native of Cuba who won the MLB Home Run Derby in 2013 and 2014. Céspedes has been a Roc Nation client since October 2014, but the agency has not been actively looking for deals, because Céspedes did not have a long-term playing contract to give him a real home market.
When he signed with Roc Nation, Céspedes had just been traded to the Boston Red Sox from the Oakland A’s. He was traded to the Detroit Tigers in December 2014 and then to the Mets last July.
Roc Nation and CAA Sports signed Céspedes during a two-year partnership that ended in February 2015. Roc Nation Baseball head Kyle Thousand and CAA Sports agent Brodie Van Wagenen did his contract deal.
“We were really waiting, quite frankly, until he signed a new contract in order to start really marketing him aggressively,” Yormark said. “We have just gotten started with him, and we have a lot of plans for him.”
Yormark indicated Roc Nation is in talks with companies in the fashion, eyewear and automobile categories. Céspedes has a passion for cars. “In spring training, he shows up in a different car every day,” Yormark said.
Any car deal has to be authentic to him, which takes in his taste for variety when it comes to wheels, Yormark said.
“We have a couple of out-of-the box opportunities right now,” he said.
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Liz Mullen can be reached at lmullen@sportsbusinessjournal.com. Follow her on Twitter @SBJLizMullen.
