Battle of the Brands: Robinson Cano vs NY Yankees

Robinson Cano in Seattle
(photo: sfgate.com)

The New York area's sports pages were recently roiled over the contract negotiations between the New York Yankees, its star second baseman Robinson Cano, his agent Jay-Z, and the Seattle Mariners. After considerable back-and-forth, Cano signed with Seattle for $240 million. This move led to consternation in New York, as if the Yankees, with an aging, suspect lineup, had stepped off a steep cliff.

From a talent perspective, Cano's move from Yankee pinstripes is unquestionably a loss for the team that calls The Bronx home. However, the negotiations were more than simply about the money. I think what soured the Yanks on Cano was Jay-Z's ploy to make his first MLB client a personal brand. The Yankees, in that scenario, were a splendid platform from which to launch the Robinson Cano product. The baseball team, with its own brand indissolubly linked to its successful, high-profile players, would not have been able to control the Cano brand. The notion that a player would be bigger than the team -- clearly Agent Jay-Z's talent management goal -- was something the Yankees could not tolerate. (Jay-Z's wife, Beyonce, recently demonstrated the clout of a personal brand with her no pre-publicity, iTunes exclusive release album. Yes, I think the Yankees watched that development quite closely.)

Jay-Z
(photo: npr.org)

The Yankees had experienced the emergence of personal branding in the early days of its contract with third baseman Alex Rodriguez. A-Rod had his eyes on branding from the start of his move from Texas to baseball's lucrative Northeast markets. The Yankees were not alone in that situation. Many fans forget that the New York Mets seriously entertained signing Rodriguez at the apogee of his on-field success. At the time, one demand from the Rodriguez camp was a personal marketing representative for A-Rod. In essence, he would develop and exploit his personal brand. This business scheme would have been under A-Rod's control, and quite separate from his team's success and marketing drives. The Mets could not or would not swallow this negotiating demand, and eventually took a pass on A-Rod's services.

Alex Rodriguez
(photo: Wikipedia)

While times have changed since Alex Rodriguez explored ways to create a personal brand, the lust for branded gold has accelerated. This year, common stock is now available in selected NFL players. You can purchase 100 shares of Houston running back Arian Foster, for example. Enterprises such as the Yankees have kept a close eye on these developments; my guess is that personal brands could significantly and irrevocably disrupt the teams' revenue and marketing plans. For star-driven teams such as the Yanks, the Los Angeles Lakers, and the Dallas Cowboys, personal brands are red flags. The Yankees just drew a line with Robinson Cano, so definitively that the team would willingly say adios to a tremendous, homegrown infielder at the prime of his career. The feeling was that "the Yanks didn't want to pay Cano." That's true, but misses the point. The Yankees are determined to maintain their brand. No player, not even Robinson Cano, could be permitted to be bigger than one of the world's great franchises, certainly not while on the Yankee roster. As for Jay-Z, the team sent a message: we don't need you and we don't want you. Tell your client to have a ball in baseball's version of marketing Siberia, far away from his natural Hispanic fan base, and even further from appearing in post-season play.

Hey, didn't Alex Rodriguez make his name in Seattle?