Whether it's sheer coincidence or brilliant marketing, a sports sponsorship company suggests that LaVar Ball used the days leading up to Thanksgiving to financially bolster his family's company, Big Baller Brand, thanks to the international visibility he garnered from a feud with President Donald Trump.

“This back and forth with Donald Trump has extended the brand awareness outside of just sports,” Apex Marketing Group president Eric Smallwood told Yahoo Sports on Wednesday.

Apex, a sponsorship-evaluation firm based in St. Clair, Mich., estimated that Big Baller Brand attained $13.2 million (and counting) in free digital and television advertising from Friday to Wednesday. The numbers, reported by ESPN on Wednesday morning, were based on references to Big Baller Brand in the media compared to standard ad rates.

Trump aimed several sharp tweets at the outspoken father of Los Angeles Lakers rookie Lonzo Ball, most recently calling him an "ungrateful fool" in response to LaVar's lack of gratitude for the President assisting his middle son, LiAngelo, who was caught in a shoplifting fiasco in China alongside two UCLA teammates.

"To have that reaction from someone as high up as Trump, it has definitely helped (Ball) reach a larger audience," Smallwood said in the interview. "People who don’t follow sports are starting to get more awareness of the (Big Baller) brand.