Fenway Sports Management’s newest client knows a thing or two about the limelight. Johnny Manziel begins his journey to the NFL with advertising and endorsement help from the marketing arm for the parent company of the Boston Red Sox.
Fenway Sports Management added another high-profile client when it signed Johnny Football this January, and the company will partner with LeBron James’ marketing company, LRMR Management, to represent the Heisman trophy winner jointly. The goal in marketing Manziel will be to help him transcend the world of sports and become a global brand like James, according to The Boston Globe. The deal was facilitated, in part, by Manziel’s relationship with James.
“LeBron was an international sports icon and a global celebrity before we got involved,” said Mark Lev, managing director of Fenway Sports Management. “Johnny needs to perform on the football field, and that’s really where the focus is now. But providing he does that, there’s huge upside for him from a business standpoint.”
Fenway Sports Management will pursue off-field business opportunities in the media and entertainment industries for Manziel, along with endorsements. The quarterback hired separate firms to handle football contract negotiations and public relations.
Fenway Sports Management’s portfolio is composed mostly of franchises under the Fenway Sports Group umbrella, including the Red Sox, Liverpool Football Club and Roush Fenway Racing.