BOSTON (AP) - LeBron James is going into business with the Boston Red Sox.
The baseball team’s sister company, Fenway Sports Marketing, says it has signed James to a long-term deal to handle his marketing. As part of the deal, James has obtained a small piece of the soccer team Liverpool in the English Premier League, FSM president Sam Kennedy said Wednesday.
FSM is owned by Fenway Sports Group, which is also the parent company of the Red Sox and Liverpool FC and a co-owner of Roush Fenway Racing. FSM handles the marketing for all of them, and now it will handle James, too.
“What FSM does for Roush Fenway, Liverpool and the Red Sox, we will now do for LeBron James,” Kennedy said. “We will aggressively pursue business opportunities for him.”
Kennedy said FSM is not looking to get into representing individual athletes but the chance to work with a top athlete like James, a two-time NBA MVP, was too good to pass up.
“We are fortunate to have blue-chip brands like the Red Sox, Liverpool and Roush Fenway,” Kennedy said. “This represents the next step in our evolution, to represent one of the most recognizable athletes on the planet.”
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