Friday, October 7

What is Donda Sports?

On Monday, news broke on the eve of the NBA Finals that Boston Celtics star Jaylen Brown had signed with Kanye West’s Donda Sports. This came as a surprise to many because most, even big rap and basketball fans, had never heard of Donda Sports. West has plenty of interests outside music but is most renowned for his fashion brand, Yeezy. Brown signed back in March but the news broke earlier this week.

So what is Donda Sports? Per CBS Boston, it seems it is a sports marketing agency. Brown signing with Donda is the equivalent of another NBA star signing with Roc Nation, or so it appears. As it so happens, Antonio Brown signed with Donda Sports back in February and then released a statement that dives into the particulars of how Donda Sports is different than the other brands:

“Donda Sports was founded with the vision of providing holistic support to athletes during and beyond their sports career,” the statement said. “Donda Sports is a limitless organization centered on professional and wellness support in equal measure with the ambition to work with athletes across all genders, divisions, and sports.”

Donda Sports does have a website right now but there isn’t anything to click on other than a shop that sells extravagantly expensive clothing with the company’s logo embroidered, which is painfully on brand for Kanye West.

It does seem to be an ideal medium for West to exercise his connections throughout various industries and make everybody involved some money while sharing the same priorites.

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