Lebron James Gets in on the Soccer Game

April 7, 2011  |  

(Bloomberg) — LeBron James is joining the group that owns soccer’s Liverpool Football Club and baseball’s Boston Red Sox, adding a marquee athlete to two of the biggest brands in sports.  Under terms of the agreement between LRMR, James’s marketing company, and Fenway Sports Group, which is owned by John Henry, a commodities hedge-fund billionaire, FSG becomes the exclusive representative for the two-time National Basketball Association Most Valuable Player. James of the Miami Heat gets an undisclosed minority stake in Liverpool, an 18-time English champion.  The union of James and Fenway Sports Group, which also owns 80 percent of New England Sports Network and half of Nascar’s Roush Fenway Racing, will help each to extend its brand globally, Paul Swangard, managing director of the University of Oregon’s sports marketing center, said in a telephone interview.  “It’s an interesting marriage of two brands with global ambition,” Swangard said. “For Fenway, it continues to diversify the notion of not just being about the stadium they’re named for. They’re now into soccer, leveraging into basketball.”

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