LeBron James Teaming Up With Fenway Sports Management to Expand Sports Marketing Opportunities


LeBron James has made another big decision.

LRMR Marketing & Branding, James’ sports marketing firm, is joining forces with Fenway Sports Management (FSM). The agreement will align FSM’s innovative sales and business development efforts with LRMR’s marketing expertise to secure global marketing and sponsorship opportunities for James.

As part of the deal, James also will get a minority stake in Liverpool Football Club, which is owned by Fenway Sports Group, a Boston-based sports investment company led by John Henry and Tom Werner.

LeBron James Teaming Up With Fenway Sports Management to Expand Sports Marketing Opportunities

FSM’s partnership with James and his business partner, Maverick Carter, will expand the reach of the two-time NBA MVP. FSM will work with LRMR on James’ future business, marketing, endorsement and philanthropic endeavors all over the globe. The partnership between FSM and LRMR will be the exclusive avenue worldwide for the pursuit of opportunities to be associated with LeBron James.

FSM will aggressively explore global business opportunities to drive revenue growth for LRMR and LeBron James, as well as for all the other powerful clubs and brands in the Fenway Sports Group family. This continues a commitment by FSM and Fenway Sports Group to diversify itself internationally and be associated with iconic, worldwide brands.

In 2010, Fenway Sports Group acquired Liverpool Football Club, one of the world’s most storied football clubs. By representing these iconic worldwide brands, FSM will be able to open doors to unique and innovative sponsorship and land revenue opportunities in the U.S., Europe, Asia and emerging markets across the world.

About Fenway Sports Group
Created in 2001, Fenway Sports Group (formerly New England Sports Ventures, or NESV) is one of the largest sports, media and entertainment companies in the world. Fenway Sports Group’s portfolio of companies includes some of the most storied names and clubs in worldwide sport: the Boston Red Sox, a Major League Baseball club; Liverpool FC, an English Premier League football club; Fenway Sports Management (formerly FSG), a sales and marketing company; 80 percent of New England Sports Network (NESN), a regional sports television network; and 50 percent of Roush Fenway Racing, a NASCAR racing team. The company also owns two of the most renowned venues in sports: Fenway Park, home of the Boston Red Sox, and Anfield Stadium, home of Liverpool FC. Fenway Sports Group is led by principal owner John Henry and chairman Tom Werner, with additional ownership interests being held by a select number of prestigious individuals and The New York Times. For more information please visit www.FenwaySportsGroup.com.

About Fenway Sports Management (FSM)
Fenway Sports Management (formerly Fenway Sports Group) specializes in property representation, sponsorship sales and brand management consulting, and serves as the global sports marketing and sales arm of Fenway Sports Group. Since its inception in 2004, FSM has created successful integrated sports marketing programs for the blue-chip brands it represents, including the Boston Red Sox, Liverpool FC, NESN, Roush Fenway Racing, Major League Baseball Advanced Media, Boston College Athletics and PGA Tour Playoff event the Deutsche Bank Championship. FSM’s current and former consulting clients include Verizon Wireless, Dunkin’ Donuts, JetBlue, Solar Blue, Gulf Oil, Athletes’ Performance and the Green Bay Packers. FSM operates with an entrepreneurial spirit and seeks opportunities to create and be involved with a select number of new projects with an eye toward those that are beneficial to its parent company. In 2010, FSM helped bring the NHL’s storied outdoor Winter Classic to Fenway Park, where the Boston Bruins hosted the Philadelphia Flyers. To capitalize on the excitement of the Winter Classic, FSM developed Sun Life Frozen Fenway, the first-ever outdoor college hockey doubleheader to take place at the historic Park. That summer, FSM also produced Football at Fenway, an international friendly match played on the ballfield featuring legendary Scottish Premier League contender Celtic Football Club vs. Sporting, a leading club from Portugal. For more information, visit www.FenwaySportsManagement.com.

About LRMR Marketing & Branding
LRMR creates successful partnerships between iconic athletes, performers and brands, leveraging relationships and consumer insight to implement innovative and impactful marketing initiatives. LeBron James is one of the owners of the company, and LRMR works closely with his brand partners to develop meaningful sponsorship/endorsement programs. LeBron and LRMR are completely focused on one primary, overarching goal: Success … winning … in basketball and in business. And while achieving that goal, be the best you can be, raise your teammates and partners to the highest level and never forget about the dedicated and loyal fans, without which none of this would be possible. For more information, visit www.LRMRmarketing.com.

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