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The resurgence of the Non-traditional Sports Figure (NSF) is making more news than any athlete actually playing these days. The NSF of the NBA is a man known by one name – Shawn Carter. But as a hip-hop icon, he's known by many others: S (Dot) Carter, Jay-hova, a.k.a. Jay-hov, a.k.a. Hova, a.k.a. Hov, a.k.a. Jay, a.k.a. Jigga, a.k.a. Jay-Z. Although one might think otherwise, Mr. Carter's recent notoriety is not restricted to the late November release of his ninth – and, apparently -- most glorious album, Kingdom Come; his long-awaited reemergence actually has a lot to do with his relationship to the sports world. The link between music and sports is undeniable, and the connection between sports and hip-hop becomes more prevalent with each passing season. Check out the Big Three to see how many intros, promos, highlights, and "bumpers" of commercials in the NFL, NBA and MLB are stacked with hip-hop tracks. Whatever the 70-year-old white NFL lifer fan must think, rap is here to stay. The immensely powerful, undeniably fluid, and organically rhythmic sound is the natural track for the graceful performers of the modern sports era to employ for motivation and emotional release. And it's not just music. Hip-hop is a lifestyle. Ballplayers and hip-hop performers are kindred spirits since both manufacture what each does from scratch. Both work to score on the court or in the studio, and the lifestyles are all jammed with hot women, fine cars, and constant adoration. There is a certain "swag" we love about these multi-gazillionaires, and nobody carries that off quite like Jay-Z. As most of his fans already know, Jigga's swag and status earned him status in the League, secured him a piece of the New Jersey Nets, and helped propel the team's planned move to Brooklyn, the place where Shawn Carter was born and raised.  In an industry that is all about image, Mr. Carter, who's pushing 40, might just be a little too mature for today's rap game. Late in 2006, Jay branched out beyond the Nets and scored a major nationwide Budweiser Select campaign, appearances on ESPN staples such as Rome Is Burning and SportsCenter, and took a spokesman role for the NBA on TNT. Riding around NYC in a 650 horsepower Maybach, dressed in a jacket and tie, his face partially concealed by the shadows of the night, the TNT promos show Jay engaged in a candid conversation about stardom. The ads are done with the typical Jay-Z flavor – marked with a refined smoothness that would be hard to duplicate with any other spokesperson. Scored by the classic track "Dead Presidents," Jay had the following to say about being a star: "You know you've become a star because you're the biggest target out there. When everyone is on the court, they're coming for you. When the opposing player walks into that arena, they are thinking about upstaging you. You're like a trophy to them." If it sounds as if Shawn Carter has a firm grasp on stardom – it's no coincidence. Long before his Nets' deal S (Dot) Carter had ties to the most influential professional athlete of the modern sports era – His Air-ness himself, Michael Jordan. Even though Jay-Z has referenced the comparison many times in his songs, I'm not so sure that the self-proclaimed "Mike Jordan of rap" really understands the depth of the connection. Let's start with their names – their stage names at least. Unbeknownst to many, when MJ was at the top of his game he was known around the league as "Black Jesus." Considering Mike's talents, the metaphor need not be explained. Now if you weren't paying close attention, a couple of Jay's acquired names delve into the realm of blasphemy as well. It's no accident that the nickname Jay-hova is strikingly similar in spelling and pronunciation to Jehovah, the English transcription of the name of God. Jay-hova is often shortened to Hova, or Hov, but all allude to Mr. Carter's "divine" abilities. In terms of their respective performing talents, both MJ and Jay-Z were known for being nearly unstoppable in their primes. Each garnered numerous accolades and put up HOF numbers. In addition to his excellence on the court, MJ became the most marketable figure the modern sports world ever saw. From Gatorade, to McDonalds, to his infamous Air Jordan line of sports apparel, MJ made far more money from his endorsements off the court than he ever did for his day job with the Chicago Bulls. Although Jay-Z got off to a relatively slow start, in recent years he's brought MJ marketability to hip-hop. His initial clothing line, Rocawear, has annual retail sales of more than $700 million a year now. His line of Reebok footwear is good enough to rival Nike's Jumpman line. In fact, the S. Carter Collection holds the record for the fastest-selling shoe in Reebok history, making Jay the first non-athlete to break that bank. While Jordan had his monster Gatorade campaign, Jay-Z recently took aim at an older audience by leveraging a position as commercial spokesperson/co-brand director with the King of Beers.
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