The James Gang: LeBron Says Winning MVP Shines Light On Brand

James Could See Even More Marketing Opportunities By Winning MVP Award

Cavaliers F LeBron James yesterday was named the '09 NBA MVP, and he said that winning the award "shines a lot of light" on his personal brand. James: "I just try to be the person I can be on and off the court every day. I don't change for anybody. There's no cover-up and I try to be productive in everyday life. That's geared toward basketball and that's geared toward being a father and a friend. ... For the brand it's great. But for me as a human being, it's more than that." When asked if he feels he has become the face of the NBA, James said, "I don't even know if that's for me to say. I go out every night, or every day, and try to do the things that I know I'm capable of doing and that's playing the game at a high level." James added, "I am happy in Cleveland. I love it. It is unbelievable what the city of Cleveland and what the fans in Cleveland have done for me" ("SportsCenter," ESPN, 5/4). BRANDFREAK's Kenneth Hein writes with James winning the MVP, "expect many, many more ads" from him. James is "now arguably the MVP of funny TV commercials." While most of Colts QB Peyton Manning's ads "have now come and gone," James' spots for State Farm "never get old" (BRANDFREAK.com, 5/5).

CHALK IT UP: To commemorate James winning the MVP, NBAstore.com is offering an exclusive adidas MVP T-shirt featuring images of James and the Cavaliers logo. Meanwhile, Nike is featuring James MVP congratulatory creative on its NikeStore.com Web site, and State Farm runs a full-page ad in USA Today congratulating James, who is not shown in a Cavs uniform. Meanwhile, as part of its sponsorship of the MVP Award, Kia Motors America will donate either a new Borrego SUV or Sedona minivan on behalf of James to the Urban League of Akron (THE DAILY).