Verizon Makes IndyCar Sponsorship Official UA Looks To Curry To Grow Basketball Biz Auburn's Under Armour Ties Questioned Many Brands Breaking Ads During March Madness Rickie Fowler Back Promoting Crowne Plaza Oshie Teams Up With Enterprise Rent-A-Car Kraft Not Returning As LPGA Major Sponsor NCAA Won't Allow Baylor's New Adidas Unis Dick's Sporting Goods Backs Youth Athletics Gatorade Relaunching Propel Brand
Upcoming Conferences and Events
SBD/May 20, 2011/Marketing and Sponsorship
The Heat Is Rising: LeBron James' Marketability Makes A Resurgence
Published May 20, 2011
TITLE WOULD INCREASE PRESENCE IN CHINA: Zou Marketing Managing Dir Terry Rhoads said that James winning an NBA Championship with the Heat next month would “help add $4 billion in revenue from China for Nike." Rhoads said, “LeBron is white-hot with the Chinese basketball-loving youth, but his popularity and influence outside of that circle is limited. One reason is the lack of titles.” A championship for James “would allow him to take over for” Lakers G Kobe Bryant as the “company’s face in China.” Rhoads said it is “easy to see” Nike’s revenue in China reaching $6B by ’20 (BLOOMBERG NEWS, 5/19).