Adam Sandler's Hustle Is A MasterClass In Sports PR
Released on Netflix in the summer of 2022, Hustle is the story of a a down-on-his-luck basketball scout finds who discovers a superstar in Spain, Bo Cruz, and sets out to prove they both have what it takes to make it in the NBA.
Stanley Sugarman is the fictional Philadelphia 76’ers scout played by Adam Sandler. Beyond the court, what’s equally as impressive about Sugarman is his assembly of an unsuspecting dream team that rivals some of the best publicity organizations in the league today.
Let’s take a look at how he did did.
Leveraging Social Media
Sugarman’s daughter records their training, and later has the brilliant idea to organize a street-style event to generate buzz. Trending content and storylines are picked up by media, which garners public attention and influences opinion.
Building Relationships
In attending sports-related events, Sugarman seizes the opportunity to engage with decision-makers. Similarly, the right talent manager and publicist can make invaluable connections.
Media Training
Sugarman gives Cruz on-the-fly advice.
TIEJA Inc. Communications offers a Media Training program for athletes.
Crisis Management
It is eventually revealed that Cruz has an assault charge and criminal record, which presents a problem as it is eventually revealed in the press. But everybody loves a redemption story, and as Sugarman says, “They can’t kill you, if you’re already dead.”
