Lebron James, Fenway Sports Management Join Forces

Fenway Sports Management (FSM) yesterday announced it will enter into a business partnership with LRMR Marketing & Branding to secure global marketing and sponsorship opportunities for Lebron James. FSM is part of the portfolio of companies of Fenway Sports Group (FSG), which includes the Boston Red Sox, the Liverpool Football Club of the English Premier League, New England Sports Network (NESN) and 50% of Roush Fenway Racing.

As part of the deal, James will obtain a piece of English Premier League soccer team, Liverpool FC.

“This partnership represents a new way of thinking about the sports marketing business and enables us to apply our team and brand marketing experience to elevate LRMR and LeBron to new heights,” said FSM President Sam Kennedy. “We’re thrilled to play a lead role in developing their global sports marketing strategy and we’re excited to engage the corporate community and explore how we can build their brands in the domestic and international marketplace by aligning them with one of the brightest stars in professional sports.”

Here's Kennedy and Maverick Carter of LRMR talked with NESN about how the deal came about.