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Two seasons ago, LeBron James left his agent Aaron Goodwin in favor of being managed by his childhood friends from Akron. Although LeBron continues to make waves on the basketball court, he hasn't really reached is potential off of it. Despite being one of the most recognizable figures in the world of basketball today, LeBron has failed to capitalize on his fame in the form off the court marketing and endorsement deals. Since his departure from Goodwin Sports Management in May of 2005, LeBron has only signed two endorsement deals. Those two deals (one with Cub Cadet Lawnmowers for $200K and another with Microsoft for $500K) don't even total $1 Million. How is it that LeBron's previous agent was capable of signing LeBron to $120 Million in off the court endorsements prior to LeBron putting on an NBA Jersey, yet with LeBron more popular than ever, his current management team has only managed to procure $700K in endorsement deals? I know LeBron wants to help his friends out, and I'm all for that. But he is a multi-million dollar brand that needs an experienced manager helping him out. As Dwyane Wade's management team has proven there are other endorsement opportunities out there for LeBron to pursue. Where's LeBron's cellular phone endorsement? Where's his automotive endorsement? What about a fast food deal? I'm just saying, there are opportunities out there where LeBron could procure millions of dollars, yet his management team has not capitalized on them. Well, at least they have a shnazy website.
From Newsday, here's a look at LeBron's endorsement empire:
Company Approximate value
Nike $90 million
Coca-Cola (Sprite and Powerade) $14 million
Cadbury Adams (Bubblicious gum) $5 million
Upper Deck (trading cards) $6 million
Juice Batteries (expired) $2 million
Microsoft $500,000
Cub Cadet (lawnmowers) $200,000
Total (including bonuses and incentives)$120 million
Business LeBron Needs Some Assistance
Mar 31, 2007 – 12:31 AM
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