LeBron James Harvard Case Solution & Analysis

In 2005, to the amazement of many sports industry insiders, superstar basketball player LeBron James fired his agent and created his own firm, LRMR, to handle all aspects of his business ventures and marketing activities and named his childhood buddy Maverick Carter as the CEO. LRMR is tasked with helping him achieve his personal goal of becoming the first billionaire of basketball as well as turning James into a worldwide icon.

In the late phase of 2008, various lucrative endorsement deals have been entered by James and is contemplating three exclusive videogame sanction opportunities from 2K Games, Electronic Arts, and Xbox Live to add to his portfolio. This case scenario allows for a rich discussion about how superstar athletes and other celebrities can create and capture value from their brands as well as what part other intermediaries and talent services play in that process. Supplies in depth info on three endorsement opportunities that each represents a common way in which ability can (select to) get compensated: through a fixed fee payment, a bonus payment construction, or a revenue-sharing deal.

PUBLICATION DATE: January 31, 2009 PRODUCT #: 509050-HCB-ENG

This is just an excerpt. This case is about SALES & MARKETING

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