Deal For LeBron Docu Includes In-Kind Support From His Sponsors

Nike Could Play Part In James' Decision During Free Agency

"More Than a Game," the documentary about Cavaliers F LeBron James' high school basketball team in Akron, Ohio, "has been sold to Lionsgate in an unusual deal," according to Dade Hayes of DAILY VARIETY. The distribution agreement took several months to secure because the documentary's representatives at Endeavor "sought to rally in-kind marketing support from sponsors to bolster" its box office prospects. Commitments from Nike, Coca-Cola, State Farm and the NBA "could reach well into eight figures." Nike "launches a major shoe campaign for James every September," and in '09 the campaign is "likely to pivot on the film," which has been pegged with a fall '09 release date (DAILY VARIETY, 11/25).

SOLE PROVIDER: On Long Island, Alan Hahn notes the Cavaliers can offer James the "largest deal in terms of years and money" when his contract expires in 2010, but Nike "would be motivated to make up the difference just to have him in a big market" such as N.Y. An NBA player endorsed by Nike said, "It's not unrealistic that he could make [$10-15M] more a year there than anywhere else. If he were to lead the Knicks to a championship, you can't calculate that variable. It really is sick, if you think about it." Hahn reports James' Q Score indicates he currently has a 47% "'level of familiarity' among a poll of general population from the past summer, which ranks sixth among basketball figures." Former NBAer Michael Jordan, who retired from the NBA in '03, leads the way at 82%. Suns C Shaquille O'Neal is "tops among active players" at 80%. Basketball HOFer Magic Johnson is fourth at 73%, and it "drops off dramatically after that." Marketing Evaluations Exec VP Henry Schafer said of James, "If he can win a championship before he leaves Cleveland, that would probably lift him to a status that will probably start transcending the sport and approaching the status of an icon. But coming to a bigger market will certainly give him more daily press coverage, locally as well as nationally." Below is a chart of Marketing Evaluation's "level of familiarity" among a poll of general population from summer of '08 (NEWSDAY, 11/25).

PLAYER	LEVEL OF FAMILIARITY
Former NBAer Michael Jordan	82%
Suns C Shaquille O'Neal	80%
Lakers G Kobe Bryant	75%
Basketball HOFer Magic Johnson	73%
Rockets C Yao Ming	49%
Cavaliers F LeBron James	47%

BIG APPLE ZOOMS: In N.Y., Isola & Lelinwalla report James tonight during the Cavaliers' game against the Knicks will wear a "special 'New York' version" of his Zoom LeBron VI sneakers. The "Big Apple Zoom LeBron VI sneakers take inspiration from the city's nickname" (N.Y. DAILY NEWS, 11/25). In Cleveland, Brian Windhorst reports it is the "third consecutive year Nike has designed a special New York edition of the Zoom LeBron design." Nike said that this model is "red -- to resemble a 'big apple,'" and the soles look "like they are made of concrete." The shoe "will be on sale in Manhattan next week at a cost of $140" (Cleveland PLAIN DEALER, 11/25). 

MORE STYLE THAN SUBSTANCE? CNBC's Darren Rovell said James is "doing a horrible job" selling product. While acknowledging James is a "great actor," Rovell notes the "shoes and apparel that Nike has made hasn’t really lived up to the hype." However, that is "not all LeBron’s fault” ("The Dan Patrick Show," 11/25).