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The new general counsel for the Newark Express, Gregory Moore, has a plan to help his team bring home the championship trophy in April. An expansion team of the recently reborn American Basketball Association, the Express wants to attract fans and media coverage. What Moore has up his sleeve is a reality show documenting the team’s inaugural season. Although he has an entertainment law background, it wasn’t the TV negotiations that led the team’s owners to give Moore a call in May. Instead it was his reputation as a sports lawyer. Currently the managing partner of The Moore Law Group, he represents several native Newark athletes, including Eric Williams of the National Basketball Association’s Toronto Raptors. Having played basketball at Trenton State College, Moore jumped at the chance to serve as the new team’s outside GC. “I knew I wasn’t going to play in the NBA . . . but I always thought that I’d like to do something in the industry in a professional capacity.” Moore was also eager to work with the Express’s owners, Marsha Blount and Jacqui Halyard, who also serve as team president and general manager. Their unusual roles will be a focus of the reality show. “At every level, [it's] an industry that’s dominated by men,” says Moore. “I was really excited to lend some support to these women and their effort to build a franchise.” The reinvented ABA was launched in 2000. But the league is currently reliving issues the old ABA faced, namely distinguishing itself from the NBA. According to Moore, two key differences are fan-friendly games and cheaper tickets. One thing that won’t change is the league’s trademark. “It would not be the ABA without the red, white, and blue ball,” he says. By the time the first tricolored ball is tossed up in November, most of Moore’s work for the season will be done. At press time in August, he was helping to find a head coach and preparing to start signing player agreements. “During the season won’t be as busy,” he says. “At that point, you’re just administrating . . . as opposed to drafting and negotiating.” Although Moore plays in a Manhattan lawyers’ basketball league, he insists he won’t be joining the Express for a friendly pickup game: “The only pickup we’ll be playing is picking me up off the ground and taking me to the paramedics.”

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