
No more than 250 people, probably fewer, gathered in the Georgia State University Sports Arena to watch fighters who will compete on Saturday’s UFC 145 card at Philips Arena go through their final preparations during a public workout.
The sparse gathering was barely heard from until the last fighter of the day entered the room.
UFC light heavyweight champion Jon “Bones” Jones, who will defend his belt against arch rival Rashad Evans, livened the spectators simply with his presence. As Jones went through his paces, the crowd repeatedly applauded his moves, a scenario that occurred with exactly zero of the fighters who preceded him.
It’s the kind of popularity that could make Jones the UFC’s first transcendent star, one who crosses over and becomes a mainstream celebrity.
He’s represented by Ari Emanuel, the CEO of the William Morris Endeavor Talent Agency and one of the most influential agents in the world. His managers are working on long-term sponsorships with the biggest global brands, trying to work out deals with athletic shoe and apparel companies and soft drink companies.
Jones is not there yet, as he’ll quickly tell you, but he has the makings of an iconic brand like Kobe Bryant, Derek Jeter or Tom Brady.
Emanuel, who was the basis for the character Ari Gold played by Jeremy Piven in HBO’s “Entourage,” sought out Jones as a client. That’s a pretty significant clue that Jones may one day gain elite status.
“I went after him to sign him because I think this is a guy who will transcend his sport,” Emanuel said. “He’s as big as it gets. He’s a really nice guy to be around, he has a really nice personality and he’s a great athlete. I went after him because he’s one of those special athletes who only come along every so often.”
Jones, 24, is 15-1 overall and 9-1 in the UFC, with his only loss being a disqualification many believe he didn’t deserve. He’s the guy who ran down a mugger a few hours before he routed Mauricio “Shogun” Rua to win the light heavyweight title, then cracked up a room filled with reporters as he recounted the story.
He’s zoomed up the pound-for-pound lists and is second in the Yahoo! Sports rankings, behind only Anderson Silva. He’s appeared in a Bud Lite commercial, was an honorary race official for the Daytona 500 and has already appeared on two of the major late-night talk shows – “The Tonight Show with Jay Leno” and “Jimmy Kimmel Live.”
There have been comparisons between Jones and legendary boxing champion Muhammad Ali, although UFC president Dana White downplays that association.
White believes Jones has the ability to become a global superstar but said he needs to concentrate on being the first Jon Jones and not the second coming of Ali.
Jones is off the charts in everything needed to become a crossover star, White said, beginning with his otherworldly athletic ability.
“He just started training about four years ago, if that, and look what he’s done in that time,” White said. “He became the youngest [UFC] champion in history, and last year he beat three of the nastiest guys on earth and just destroyed them.
“But he’s got a real nice, charismatic personality and people just gravitate to him. He has that something about him that makes you want to be around him, to see him.”
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