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LeBron James, LRMR Reach Deal With Fenway Sports Management
Published April 7, 2011
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.