Year in Review: The business of LeBron

James starred alongside the Looney Tunes gang this summer.courtesy of warner bros.

It was an action-packed year off the court for Los Angeles Lakers star LeBron James and his business partners:

Jan. 17

James signs with PepsiCo, and will become the face of Mtn Dew’s energy drink. James had been with Coca-Cola since the summer of 2003, right before his rookie season.

March 17

James acquires a 1% stake in Fenway Sports Group.

May 14

Pepsi unveils its first Mtn Dew Energy ad campaign featuring James. The brand’s “The Morning Makes You” commercial airs 47 times during the NBA playoffs, according to

July 16

“Space Jam: A New Legacy,” Warner Brothers’ reboot of the 1996 Michael Jordan-Bugs Bunny classic (this time starring James), debuts in theaters and on HBO Max. It generates $30.1 million in box office revenue in its debut weekend in the U.S., 50% higher than industry projections. At press time, the film’s domestic take was $70.5 million.

July 29

Uninterrupted Canada and The SpringHill Co., two media companies founded by James and Maverick Carter, partner with musician Drake to produce “Black Ice,” a documentary examining the history of Black hockey players.

Sept. 30

LeBron James Family Foundation breaks ground on a housing project that will create 50 multi-bedroom apartment units for families in the I Promise School, a partnership school between the foundation and Akron Public Schools. The units are expected to be ready in early 2023.

Oct. 5

Nike’s 750,000-square-foot LeBron James Innovation Center opens in Beaverton, Ore., billed by the sneaker company as “the world’s most advanced human performance lab.”

Oct. 14

SpringHill Co. is valued at $725 million and sells a “significant minority stake” to an investor group, led by RedBird Capital Partners.

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