NBA Draft prospect Lonzo Ball could revolutionize basketball.

NBA draft prospect Lonzo Ball and his father LaVar’s efforts to grow their brand, Big Baller Brand, is being met with backlash.

Many see the family’s attempt to bypass signing with a sports apparel company as futile. But what if it worked?

Recording artists once needed a label.

Along came Chance the Rapper.

Chance distributed his music for free using SoundCloud and made his millions on tours and merchandise sales.

The Grammys changed its rules to allow streaming-only songs and albums to be nominated. Chance received seven nominations and won three Grammys.

So why can’t Lonzo Ball control his image and become a brand-building pioneer in sports?

So far, Read More