LeBron James signs lifetime deal with FSG – but what does it mean for LFC? – Liverpool FC [Video]

LeBron James has received additional equity in Fenway Sports Group, two years on from becoming a member of their ownership group. But what does it mean?

James and his business partner Maverick Carter became part of FSG in early 2021 after increasing their stake in the Boston-based ownership group.

The basketball star is a less-significant shareholder but his status in the world of sport ensures high publicity, which lends itself to various marketing strategies.

Liverpool have already tapped into his legendary status with a Liverpool FC x LeBron James collaboration alongside Nike, which includes a special edition shirt and shoe.

On Friday, after company-wide meetings, Liverpool’s owners confirmed that James and his partner “will receive additional equity in FSM’s parent company FSG,” as part of a lifetime marketing deal.

The “strategic partnership” is one that will “continue to secure exclusive, global marketing and sponsorship opportunities” for James.

As Sporticoreport, “the extension deepens the business relationship between James, Fenway and private equity firm …