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Alex Rodriguez Goes With Gaylord For Marketing

In 2010, Alex Rodriguez fired Scott Boras.  Boras had been Rodriguez’s MLBPA certified agent; his responsibility was to help Rodriguez choose the teams he would play for and negotiate the terms of his contracts with MLB teams.  However, Rodriguez has always had many other “agents” helping him out off of the field.

In 2007, Rodriguez dropped Boras as his marketing agent and signed Madonna’s agent, Guy Oseary, to negotiate his marketing/business affairs.  In 2008, Rodriguez hired William Morris Agency (WMA) to handle all of his marketing-based initiatives.  In 2009, WMA merged with mega agency Endeavor.

In 2011, Alex Rodriguez has a new marketing agent.  He recently hired Steve Loy of Gaylord Sports Management to work on his marketing deals.  Gaylord has already put up a nice profile page for Rodriguez, and made sure to include that, “In 1999, he was named one of People magazine’s 50 Most Beautiful People.”

A-Rod has been around the block went it comes to marketing agents.  I hope that Gaylord is able to have more success with the Yankees slugger than his former marketing reps.

By Darren Heitner

Darren Adam Heitner, Esq., is a preeminent sports attorney and the founder of Heitner Legal, P.L.L.C., a Fort Lauderdale-based law firm specializing in sports law, contract negotiations, intellectual property, and arbitration. He earned his Juris Doctor from the University of Florida Levin College of Law in 2010 and a Bachelor of Arts in Political Science, magna cum laude, from the University of Florida in 2007, where he was named Valedictorian of the College of Liberal Arts and Sciences. Admitted to practice in the state bars of Florida, New York, and the District of Columbia, as well as multiple federal courts, Darren also serves as a certified arbitrator with the American Arbitration Association.

As an adjunct professor, Darren imparts his expertise through teaching Sports Law at the University of Florida Levin College of Law and Name, Image, and Likeness (NIL) at the University of Miami School of Law in the Entertainment, Arts, and Sports Law LL.M. program. His scholarly contributions include authoring several books published by the American Bar Association, such as How to Play the Game: What Every Sports Attorney Needs to Know, and numerous articles in prominent publications like Forbes, Inc. Magazine, and Above the Law. His thought leadership in NIL has earned him recognition as one of the foremost experts by The Wall Street Journal, USA TODAY, and On3, and he has been lauded as a “power player in NIL deals” by Action Network and a “top sports trademark attorney” by Sportico.

Darren’s passion for sports law led him to establish Sports Agent Blog on December 31, 2005, initially titled “I Want To Be A Sports Agent.” The platform, created as a New Year’s resolution, has grown into a cornerstone of the sports agency community, offering in-depth analysis of industry trends, legal disputes, and agent-player dynamics. His commitment to the field is further evidenced by his representation of numerous athletes and sports agents, as well as his prior role as an Adjunct Professor at Indiana University Bloomington, where he developed and taught a course on Sport Agency Management from 2011 to 2014.

Darren’s contributions have been recognized with prestigious honors, including the University of Florida’s 40 Under 40 Award, the University of Florida Levin College of Law’s Outstanding Young Alumnus Award, and designation as the best lawyer in Fort Lauderdale by Fort Lauderdale Magazine. He remains an active voice in the sports law community, sharing insights through his weekly NIL newsletter and his X posts, engaging a broad audience on legal developments in sports.