Cavaliers F LeBron James tonight during TNT's season-opening NBA telecasts will appear in his "debut commercial spot" for Kia, promoting the brand's new K900 model, according to Sean Gregory of TIME. James signed an endorsement deal with Kia
earlier this month, and Kia Motors America VP/Marketing Communications Tim Chaney said that the automaker "wasn't in the market for new endorsers until James' representatives called Kia after the K900 was first released earlier in the year." James was "familiar with the Kia brand," as it has been the NBA's official auto partner since '08. The league today
announced a multiyear extension of that deal. Chaney said that research "found that James ranked in the top 1% of celebrity influencers, even for older, more affluent customers who typically buy luxury cars." Chaney: "He pretty much transcends the NBA, and connects with everyone. It's a natural fit for us." Gregory noted Kia "advertises heavily during the NBA season," so the deal could expand James' exposure "even more." It also "speaks to his power as an endorser" if he can help Kia "establish itself in the competitive luxury car market" (
TIME.com, 10/27). See the full endorsement portfolio for
LeBron James at Resource Guide LIVE.
YOU CAN GO HOME AGAIN: Sprite yesterday launched a video titled, "The First Home Game" that depicts James returning to his hometown of Akron. The video was created by Sprite and Translation, N.Y., and directed by the Bandito Brothers' Jason Rosenberg. It was filmed Sept. 25 during an event at Patterson Park to unveil two refurbished outdoor basketball courts. The 90-second video will appear on social media outlets and paid digital media. Sprite will debut a 30-second ad Thursday during TNT's coverage of Knicks-Cavaliers (Sprite).
