Brand Partners of LeBron James, 2020

NBA star, LeBron James is the greatest of all time. He is widely loved and respected all over the world. James’ stardom has made him one of the richest athletes in the world. He is the 5th highest-paid athlete on the Forbes 2020 list, with a total income of $89.2 million ($60 million from endorsements). A number of brands have contributed towards LeBron James’s massive brand value. Let us take a look at them.

AT&T – AT&T is the latest brand in LeBron James’ kitty. AT&T, a telecommunications company, headquartered at Dallas, Texas, USA signed a contract with LeBron James for multi-year marketing and brand collaboration in February 2020.

LYFT – Lyft collaborated with James and his athlete empowerment company Uninterrupted in January 2020 to expand its bike share access across the United States.

General Motors – James was also seen pitching for GMC Hummer EV in a 2020 Super Bowl commercial. The super star was featured as a spokesperson in the ad commercial.

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Calm – Calm, an American wellness brand teamed up with James in 2019 to create awareness about mental fitness. In the first year of the multi-year association, James was a face and voice for national marketing campaign and original audio content respectively.

Walmart – To create a positive change in the society, Walmart Inc. had partnered with LeBron James Family Foundation in 2019. The goal was to fight hunger and promote education. The company, through the joint venture, planned to supply the food pantry at James educational institute ‘I Promise School’ at his hometown Akron, Ohio.
In return, James helped in raising awareness for Walmart’s ‘Fight Hunger, Spark Change’ campaign. The campaign works to provide more than one billion meals to needy families.

Rimowa – King James has been a brand ambassador of the luxury luggage brand, Rimova since May 2019.

Nike – Nike’s association with LeBron James began in 2003 which was later converted into a massive $1 Billion life-time sponsorship deal.

2K Sports – 2k Sports, NBA video game simulation franchise had joined hands with LeBron James after his 2013 NBA MVP. James made his cover debut on NBA@2K14 video game in 2014.

Kia Motors – LeBron James is Kia Motors’ luxury ambassador since 2014. In 2018, he partnered with the car company in the production of the 2019 racing sports car, LeBron James Stinger GT.

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Blaze Pizza – James is not just a promoter but also an investor in the fast-food chain, Blaze Pizza. The venture began in 2015 after he ended his corporate sponsorship with McDonalds. James also holds more than 10% shares in Blaze Pizza.

Beats Electronics – Beats Electronics, headphone brand began sponsoring LeBron James in 2008. He is often seen endorsing the brand via his social media accounts.

Coca-Cola – Lebron James had joined forces with the Coca-Cola Company in 2003, to promote its two brands – Sprite and Powerade. In 2018, the company made a few changes in the marketing advertisement. In the campaign, James was seen in the baseball diamond where he was joined by hip-hop artist, Kamaiyah.

Audemars Piguet – LeBron James became an official promoter of Audemars Piguet in 2011. The brand had launched limited series of his signature watch, the Audemars Piguet Royal Oak Offshore LeBron James, in 2013. In 2018, James did a campaign for the watchmaker in celebration of the 25th anniversary of the iconic watch.

In the past, LeBron James has also advertised for Upper Deck (the trading card was sold at $1.8 million in 2003), State Farm Insurance (2008-2010), McDonalds (2010-2015), Samsung (2012-2017), Dunkin’ Donuts and Baskin-Robbins in Asia (2012), Verizon (2016 – 2019) and Intel (2017).