MIAMI (AP) — LeBron James is getting into the soccer business, aligning with the owners of the Boston Red Sox.
Fenway Sports Marketing — the sister company of the
Red Sox — said Wednesday it has signed James and the management company he
helped create, LRMR, to a long-term deal to secure marketing and sponsorship
opportunities. As part of the deal, James obtained a piece of Liverpool FC, one
of the world's most famed soccer teams and a longtime marquee franchise in the
English Premier League.
"I can't even explain the level of excitement
that we have right now," James' manager and LRMR CEO Maverick Carter told
The Associated Press. "As far as my business career goes, it's one of the
most exciting times. And the opportunity for growth for us is huge. The guys at
FSM understand it too and they probably see it even more than we do."
The deal came together quickly, but Carter and
James have been familiar with FSM owners John Henry and Tom Werner for some
time. Their relationship was born, in part, through mutual acquaintances with
Berkshire Hathaway — billionaire Warren Buffett's company.
And that relationship between James and the Red Sox
owners presents a bit of irony — after all, James is a devout Yankees fan.
"It's strictly business. ... It's very
humbling," James said.
FSM is owned by Fenway Sports Group, the parent
company of the Red Sox and Liverpool FC and a co-owner of Roush Fenway Racing.
James has had involvement with NASCAR previously, albeit on a somewhat limited
basis.
FSM handles the marketing for the Red Sox,
Liverpool and Roush Fenway Racing, and now it will handle James, too.
"That's the great thing about sports: It
brings people together," Carter said. "And this is about
business."
FSM president Sam Kennedy said Wednesday that the
group is not looking to get into representing individual athletes, but the
chance to work with a blue-chip brand such as James was too good to pass up.
"What FSM does for Roush Fenway, Liverpool and
the Red Sox, we will now do for LeBron James," Kennedy said. "We will
aggressively pursue business opportunities for him."
James has pursued marketing opportunities across
the globe before, especially in Asia and Europe — obviously, two key markets
for Liverpool as well.
James stressed that the relationship is a
partnership, one brand helping another, and that LRMR's operations aren't being
essentially taken over by FSM.
"There are very few athletes who can match his
global reach, appeal and iconic status," said Werner, the Red Sox chairman.
"We are very excited that LeBron will be part of the Liverpool FC family.
LeBron and Liverpool each has a powerful presence internationally."
The deal being announced was part of a big day for
James. Wednesday also marked the formal launch of his cartoon series on
YouTube, "The LeBrons."
There was also a basketball game — James and the
Heat hosted the Milwaukee Bucks. And that was the NBA's two-time reigning MVP's
top priority, even with all the news happening around him.
"It just felt right," Carter said.
"It just felt like a good day for it all to happen."
AP Sports Writer Jimmy Golen in Boston contributed
to this story.
Copyright 2011 The Associated Press.
(AP
Photo/Julio Cortez)
