SBJ/July 18-22, 2011/Marketing and Sponsorship

Marketing plan unites the brand power of LeBron, Liverpool FC

Fenway Sports Management has developed its first marketing program linking sister company Liverpool FC and Miami Heat forward LeBron James, a Fenway client.

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LeBron James owns a piece of the club.
Liverpool last week began a tour of China and Malaysia, a trip aimed at boosting the club’s already strong Asian profile.

James, who owns a small piece of the club and has worn Liverpool colors in public on several occasions since aligning with Fenway Sports Management in April, is not on that trip, as had been rumored earlier. But he will be touring China separately in August, and Liverpool is holding a drawing in which fans attending its Asian games can win a trip to meet James when he arrives.

The effort, featuring extensive promotion of James and his ties to the club, is likely the beginning of more collaborative efforts involving the NBA star and Liverpool.

“We’re basically trying to put one and one together to equal three,” said Billy Hogan, Fenway Sports Management managing director. “It’s not often you have two powerful brands that can live together like this. But this gives us a great opportunity to cross-market the Liverpool and LeBron brands.”

Fenway Sports Management in April signed a deal with LRMR Marketing & Branding to be the exclusive global representative to secure marketing and sponsorship deals for James.

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