Jason Collins’ Story Could Be Sought By Brands

Jason Collins became the first active athlete from one of the four major professional leagues to announce that he is gay. Collins' first-person coming-out story appeared Monday on the Sports Illustrated's website rather than in a tweet or on his Instagram account, so score one for traditional media oulets. While just a day earlier most non-NBA fans had probably never heard of Collins, by late Monday millions on social-media channels, as well as Nike, were showing their support of Collins.

"We admire Jason's courage and are proud that he is a Nike athlete. Nike believes in a level playing field where an athlete's sexual orientation is not a consideration," the sports apparel and shoe company said in a statement, reports The Christian Science Monitor.

Collins, 34, is a 12-year veteran of six NBA teams, and one who has not averaged more than 2 points or rebounds in years, according to The New York Times. He began this season with the Boston Celtics but right before the trading deadline in February was dealt to the Washington Wizards. He's now a free agent for the 2013 season. However, it may not be just NBA teams that look to add him to their mix. If Collins plays again in 2013, other brands could also flock to him for sponsorships. 

"There is a huge marketing opportunity presented by a gay, lesbian, transgender, and bisexual community that contributes $790 billion annually in spending to the U.S. economy," reports The Monitor. 

While Collins' on-the-court talent still won't make him a household name in 2013, there is likely no shortage of companies that would seek to use him in a positive, uplifting message. 

Follow Bill Miltenberg: @bmiltenberg

Comments Off


About Bill Miltenberg

Community Editor at PR News.

Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.