Jimmer Fredette is a popular suggestion for the Utah Jazz's No. 12 pick in the 2011 NBA Draft; every SBNation.com NBA Mock Draft to this point has had the pick there, becoming a running joke. (Or was it a joke to begin with? You decide.) The conceit is that Fredette, a star at BYU, and as such a Mormon hero, is very, very popular in Salt Lake City and the surrounding environs. The Jazz traded their box office draw, Deron Williams. Ergo, Fredette would be a plug-and-play new draw. Also, he's a nice shooter who should be decent at the NBA level.
But don't think the Jazz will make their draft picks on the basis of marketing potential. The Salt Lake Tribune's Brian T. Smith talked to Jazz president Randy Rigby about the balance needed when considering the box office in personnel decisions. He hit the nail on the head with this quote:
We make every decision about the ability for this player to improve and make our team better. Because we have to look at everything on a long-term basis and what it can mean for us in the long term, and winning will help us with the long term. That's exactly how we have to look at it.
There's no greater determinant of box office success than on-court success. The Jazz have seemingly been good forever, and they won't forget that. While Fredette looks like a good talent fit (depending on what Utah does with its No. 3 pick) and would be a brilliant marketing fit, if a better talent is available at No. 12, they ought to and probably will jump on it.