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The Playbook With David Meltzer

Why Influence Matters More Than Endorsements

The Playbook With David Meltzer

David Meltzer, Entrepreneur.com

Careers, Business, Entrepreneurship

4.91.9K Ratings

🗓️ 24 January 2026

⏱️ 32 minutes

🧾️ Download transcript

Summary

In today’s episode, I sit down with Leonard Armato to talk about how the sports business has flipped from contract negotiation to full-on architecture. We get into why athletes now function as cultural magnets, how tech and venture opened the door to portfolios, production companies, and equity plays, and why the old agent model is shrinking fast. Leonard shares how he helped Shaq build intellectual property instead of chasing traditional endorsements, plus what it means to be an advisor in a NIL world where everything is public. We also talk core values, ecosystem, and why money amplifies character.

Transcript

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0:00.0

It's my pleasure that to introduce the credible Mr. Leonard Armado.

0:03.4

So Leonard Armado.

0:04.6

Thank you.

0:05.3

What's up, dude? Hi, boy, boy, great. Thanks, Paul. All it's dreams, the NFC, nice to be behind and as Chad, and imprint on all different areas of business, whether it's previously serving as a CMO of Skechers, whether it's building world-renowned brands, such as the Shaq brand or the Golden Boy with Oscar de La Jolla,

0:21.9

but then also especially a southern... whether it's building world-renowned brands such as the Shaq brand or the Golden Boy with Oscar De La Jolla.

0:22.2

But then also, especially as Southern California, I think it really started and then scaled across the world,

0:28.2

but also co-founded the AVP Pro Beach Volleyball Tour.

0:34.5

So as you can tell, a man of many, many, many talents.

0:38.0

But it is a true pleasure to happen here today.

0:40.4

So gentlemen, please take it on.

0:41.9

Thank you.

0:42.4

Thank you.

0:42.7

Thank you.

0:43.7

Lenny also is a world famous sports agent, how he got into that side of it.

0:48.0

So recruited Ronnie Lott was his first.

0:50.9

It was a great story.

0:52.4

But Shaq and so many other uh he was what i call a fair

0:56.7

collaborator with lee steinberg so he was just in a different space than lee and uh whenever

1:03.2

lee and i would lose a client to someone like lenny or joel uh the tolner, the good guys out there, we always had an abundant

1:14.9

attitude because you can't represent everyone.

1:18.3

In fact, Bruce Tolner, he did something I thought would never be done.

1:22.0

He represented the first and second pick in the NFL draft because it's hard to sell

...

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