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How Muralist Jonas Never Carved Out a Place in the Sports Industry

Jonas Never has painted more than 200 murals, many of iconic sports moments and athletes in Los Angeles and hopes he can spread the art across the globe.

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Photo credit: Jonas Never

Muralist Jonas Never unveiled his latest mural this week at the PGA Tour’s Genesis Open.

The mural at the tournament in Pacific Palisades, California features a large Tiger Woods, just the latest athlete to receive Never’s painted treatment.

His mural counts are likely well above 200, but Never lost track somewhere after 100. He commissioned two pieces for the Genesis open on behalf of TGR Live, a Tiger Woods venture that puts on premium events.

Never first started getting attention from teams when he painted a mural following the death of ESPN anchor Stuart Scott. As a longtime bartender, Never watched a lot of “SportsCenter” and felt as though he knew Scott. The mural caught the attention of ESPN, which realized much of his work involved athletes and began to feature him.

As that happened, more teams began reaching out wanting to work with him. When he started out, he never imagined murals would be a way to make a name for himself, a living or get him on “SportsCenter.”

“Not in a million years,” he said. “I played baseball in college. I thought if I ever got on ESPN it’d be for pitching, not painting.”

Los Angeles teams took notice because he’s done so many in his hometown, a place that’s been appreciative of his art for a long time.

READ MORE: GolfPass Could Set Standard in 21st-Century Sports Media

He began painting murals before spray paint was deemed an appropriate form of art and people were still apprehensive to the medium. To help combat the stigma, he began painting subjects affiliated with where people lived and that navigated to movies, pop culture and eventually sports.

“I noticed how much people took to it and really honed it from there,” Never said.

His work does draw up a lot of emotions; more often than not, the emotions are harmless. He knows most of his paintings won’t last forever and everyday wear and tear will take their toll. A major piece he did of LeBron James, however, was vandalized twice.

“The hate and love he brought was incredible,” Never said. “The way public art can affect people is incredible, and now it’s not just in-person but seeing it on Instagram or TV. People are flying to see it.”

Some of Never’s work is spontaneous. He started the James mural a few days after he signed with the Lakers and finished in less than two days. Other times, his work can take longer from concept to wall. His longest project took three months in Venice Beach.

He also likes to balance between paid work and his own artistic mind. He tries to keep Sundays free for himself, as working seven days in a row on a piece can be exhausting.

“Maintaining the quality of work is hard,” he said. “So, fresh eyes can help the maintain passion and sanity.”

Deciding on what to paint can be difficult. He needs to be sensitive to how athlete current events could alter how a painting is perceived in the public. Instead, he likes to paint lasting moments, like Kirk Gibson’s home run in the 1988 World Series for the Dodgers or lengthy careers like Kobe Bryant.

READ MORE: Meet the New Creative Team for the Alliance of American Football

He gets geeked when athletes like Dodgers outfielder Justin Turner or Lakers guard Lonzo Ball visit his work, but also other celebrities, like Ralph Macchio visiting his “Karate Kid” mural.

“As an ’80s kid, that was one of my proudest moments,” he said.

While an overwhelming majority of his paintings have been in the Los Angeles area, he has made his way to a few other destinations such as Boston, Detroit, and Colorado. He loves the pride and the number of subjects in Los Angeles, but he wants to start murals in more places across the globe. One specific project he has in mind involves Odell Beckham Jr. in New Jersey.

“Los Angeles has perfect weather and it never rains,” he said. “I love when I can go to dinner and have pride in something I pass, but I don’t want to saturate the market either, and I’d love to explore other teams and cities.”

Pat Evans is a writer based in Las Vegas, focusing on sports business, food, and beverage. He graduated from Michigan State University in 2012. He's written two books: Grand Rapids Beer and Nevada Beer. Evans can be reached at pat@frntofficesport.com.

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Meet the WNBA’s New Boss

Deloitte CEO Cathy Engelbert will become the first commissioner of the WNBA and the first woman to lead a Big Four professional services firm in the U.S.

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Photo Credit: Jennifer Buchanan-USA TODAY Sports

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else.

For the first time ever, the WNBA will have a commissioner. Before now, all of the league’s previous leaders like Val Ackerman and Lisa Borders were given the title of president. 

Cathy Engelbert, the current CEO of Deloitte, will take control of the role on July 17th and will report directly to Adam Silver. 

What should you know?

1. By the time she is done at Deloitte, Engelbert will have spent more time at the company (33 years) than the WNBA has been a league (23 years)

2. Engelbert is the first female to lead a Big Four professional services firm in the U.S.

3. She is the fifth person to lead the league after Val Ackerman (1997-2005), Donna Orender (2005-10), Laurel Richie (2011-15) and Lisa Borders (2016-2018)

4. Engelbert has spent the past four years in charge of Deloitte’s U.S. operation.

Basketball is in her blood…

Although she might be an accountant by trade, Engelbert is no stranger to the game of basketball. 

According to Bob Hille of Sporting News, she played at Lehigh for Hall of Fame coach Muffet McGraw and was a team captain as a senior. Her father Kurt also played and was drafted in 1957 by the Pistons.

What are they saying?

“Cathy is a world-class business leader with a deep connection to women’s basketball, which makes her the ideal person to lead the WNBA into its next phase of growth. The WNBA will benefit significantly from her more than 30 years of business and operational experience including revenue generation, sharp entrepreneurial instincts and proven management abilities.” – Adam Silver on the hiring of Engelbert

“I think that’s probably one of the reasons I was selected for this role, to come in and bring a business plan to build the WNBA into a real business and a thriving business, quite frankly.” – Engelbert to ESPN’s Mechelle Voepel

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Adam Silver Wants More Gender Diversity

The NBA commissioner states his desire to get more women into the sports industry. The NBA currently has a 31.6 percent ratio of women in team management.

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Photo Credit: Bob Donnan-USA TODAY Sports

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else. 

If Adam Silver has his way, 50 percent of the new incoming NBA officials will be women.

That number applies to coaches too, Silver said speaking at the Economic Club of Washington.

How do the leagues stack up?

The following numbers, outside of MLB, come from 2018 reports put together by The Institute for Diversity and Ethics in Sports (TIDES) at the University of Central Florida. MLB is the first league to have a report done on it this year.

1. NBA – 31.6% of team management are women / 37.2% of team professional admins are women

2. NFL – 22.1% of team senior admins are women / 35% of team professional admins are women

3. MLB – 28.6% of team senior admins are women / 26% of team professional admins are women

4. MLS – 26.5% of team senior admins are women / 31.6% of team professional admins are women

5. WNBA – 48.6% of team VPs and above are women / 58% of team managers to senior directors are women

6. NHL – No report done

Quotes from Silver… 

“It’s an area, frankly, where I’ve acknowledged that I’m not sure how it was that it remained so male-dominated for so long. Because it’s an area of the game where physically, certainly, there’s no benefit to being a man, as opposed to a woman, when it comes to refereeing.”

“The goal is going forward, it should be roughly 50-50 of new officials entering in the league. Same for coaches, by the way. We have a program, too. There’s no reason why women shouldn’t be coaching men’s basketball.”

That’s not all Silver wants to see change…

Silver, who has been adamant about getting rid of the one-and-done rule, provided some clarity as to when that might be achieved.

According to the commissioner, the 2022 NBA Draft will likely be the first one since the 2005 NBA Draft to allow high school players to go straight into the league rather than playing a season in college first.

Citing “active discussions” with the NBPA, Silver noted that they are still “a few years away.”

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“I Thought This Was a Good Deal”: AAF Vendors Speak Out

Amidst the spring football league’s collapse, countless vendors are still waiting to get paid for services rendered.

Robert Silverman

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Ultimately, it was the little things that best told the story of how dire things had gotten for the Alliance of American Football (AAF), an ex-team social media manager said. Starting in Week Five, social media managers no longer traveled with the team for road games. Even before, they’d doubled up on hotel rooms. The final bit of penny-pinching was the most bizarre: For the eighth and final AAF game, social was told Getty’s photographers would not be in attendance. Instead they would have to rely on “generic images,” making the job vastly more difficult.

Less than a week later, on April 2, the chaotic, short-lived lifespan of the spring professional football league, launched in March 2018 by filmmaker Charlie Ebersol, the son of venerated TV producer Dick Ebersol, came to an abrupt end. A little over two weeks after that, the AAF filed for bankruptcy, as first reported by Front Office Sports.

In the aftermath, stories like the social media manager’s have become ubiquitous. A  former player was sent a medical bill for treatment received during training camp. Scores of others reportedly had to cover their own airfare or were sent four-figure bills for hotel rooms. There was the class-action lawsuit filed by two players, claiming that ownership misled them about the league’s long-term fiscal solvency. Founders pointed fingers at one another after the debt-ridden league came crashing down. All manner of now ex-employees, from team officials to players,  learned they were out of a job thanks to social media.

The league’s bankruptcy filing revealed that $48.3 million was still owed to a variety of creditors against a $11.3 million in concrete assets, a scant $536,160.68 of which remained in the league’s bank accounts. Moreover, the AAF informed the thousands of creditors that any attempts to recoup their losses would be pointless right now, because, per Sports Business Journal, its coffers are entirely bare… “If it later appears that assets are available to pay creditors, the clerk will send you another notice telling you that you may file a proof of claim and stating the deadline,” the filing states.

But like the social media manager, many of those selfsame creditors began to suspect the AAF was on rocky financial ground long before the league officially pulled the plug.

Shortly after Tom Dundon, the majority owner of the NHL’s Carolina Hurricanes, who built his financial empire on the backs of subprime auto loans, bought a majority share of the financially-strapped league, he started to cut corners, looking to pare down expenses by any means necessary according to a report by Sports Illustrated. “As soon as Dundon took over, our f——— expense reports were getting approved out of Dallas,” where Dundon Capital Partners’ office is located, a former mid-level AAF employee told the magazine. (Dundon did not respond to multiple requests for comment sent via the Carolina Hurricanes. The form to contact Dundon Capital Partners on their website was removed at some point in the past few months )

With the AAF bleeding millions each and every week it remained in existence, per USA Today, Dundon deemed it necessary to scrimp and save wherever possible including on the margins. So vendors—companies that supplied locker room supplies, traveling equipment and more—were approached hat in hand and offered less than the full amount owed by the AAF.

READ MORE: AAF Files for Chapter 7 Bankruptcy 

While AAF officials served as the point of contact, two sources involved with the negotiations told Front Office Sports that the debt-clearing plan was conceived and ordered by Dundon’s financial team. If that meant exploiting AAF officials’ pre-existing relationships with vendors and playing on the faith placed in the league, so be it. As one former AAF official told Front Office Sports, it was “just a shit situation.”

Some of the companies did take the lowball offers, but others refused to accept less, insisting on full payment. It didn’t matter. Both paths led to vendors getting stiffed by the AAF. Dundon’s financial team kept stalling, promising the equivalent of “the check’s in the mail,” right up until the moment when the AAF closed its doors for good.

Now those vendors have been reduced to poring over the bankruptcy filings. They know all too well that, despite being out five or six figures, they’re way at the back of the line, trailing giant conglomerates like MGM and Aramark which are owed millions. And they’re not happy about it.

“I definitely feel scammed,” one vendor said.

(more…)

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