LeBron James, LRMR Reach Deal With Fenway Sports Management

Heat F LeBron James and his marketing outfit, LRMR Marketing & Branding, are now part of the Fenway Sports Group portfolio following the creation of a new broad-based pact in which FSG's Fenway Sports Management becomes the exclusive global representative for LRMR to secure marketing and sponsorship deals for James. In the pact, FSM will seek out new endorsement, merchandising and other business opportunities for James. James and LRMR CEO Maverick Carter will gain a small, undisclosed equity stake in Liverpool, the EPL club FSG purchased last fall.

The deal marks the first time FSM has aligned with an individual athlete. FSM, however, is not entering the athlete representation business, and has no intent to do so in the future. Rather, this pact is fundamentally a global marketing play. The first new endorsement deal coming out of the alliance, linking James with an undisclosed luxury brand, is perhaps days away, Carter said.