If I asked you a few weeks ago who Jason Collins was, you probably wouldn’t be able to give me an answer, unless you are the most ardent of NBA fans. I consider myself a huge basketball fan, and I really had no idea who he was until now.

So, who is he? Collins is a journeyman who has bounced around the NBA, playing for 6 different teams in the last 5 years. However, once an afterthought, he has now become a potential sports marketing dream.

After becoming the first openly gay male athlete to play on a major professional sports team, his name has been mentioned as much as typical NBA stars like LeBron James and Kobe Bryant in recent basketball discussions. Jason’s announcement has been highly praised by fans and athletes alike, who feel that this is a major step in the fight for gay rights.

What is his marketability? According to Bob Witeck, founder of Witeck Communications,

Collins stands to reap millions of dollars from speaking engagements and endorsements from companies seeking to capture more of a U.S. lesbian, gay, bisexual and transgender adult population.

This $800 billion market is much more powerful than you might think. Nike, who already sponsored Collins before his announcement, has given him nothing but praise. And it likely won’t be long until other companies recognize him, both to support his decision, and maybe to make a buck or two as well. Companies such as Macy’s, IKEA, American Airlines, and Amazon.com have already dabbled in gay-themed and gay-friendly advertising.

Collins is trying to promote his message to those who remain uncomfortable with making such an announcement themselves. His message-oriented approach is going to be different than the product-oriented approach we are used to seeing from athletes. But right now Collins is looking to accomplish more in his athletic career. He becomes a free agent at the end of the season. Being 7′ 2″ and 250 pounds doesn’t really hurt his marketablilty either.

Many say that Collins will earn more money through his endorsements if he returns to play next season. Money, however, isn’t a concern for Collins, who is just trying to go about is everyday life as a professional basketball player looking for a place to play. For now his marketing career may be on hold, but stay tuned by following Jason’s Twitter account (@jasoncollins34).