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LeBron James changes allegiance.
The NBA icon doesn’t change team uniforms, but after 18 years, James would now quench his thirst with PepsiCo-branded drinks instead of Coca-Cola, according to Front Office Sports.
The outlet, citing sources close to the deal, on Friday reported that the Los Angeles Lakers star would become the face of Mountain Dew’s upcoming “Rise Energy” drink line, adding that the sponsorship could also bring a boost. company-wide integration with James’ artisanal chain Blaze Pizza.
Representatives for PepsiCo, Coca-Cola and James did not immediately respond to FOX Business’s requests for comment.
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LeBron James of the Los Angeles Lakers and longtime drink sponsor Coca-Cola have “ mutually agreed to go their separate ways, ” a company representative told Front Office Sports. (AP Photo / Mark J. Terrill, file)
James signed with Coca-Cola in 2003 when he was the No. 1 draft pick at the time.
In 2014, the beverage conglomerate gave James his own Sprite drink dubbed “Sprite 6 Mix by LeBron James,” which also featured its own ad and commercials campaign featuring the quadruple MVP.
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Its deal with Coca-Cola expired in September, Front Office Sports reported on Friday.
“LeBron’s contract came at a time when he and The Coca-Cola Company were actively reviewing all of its resources to ensure it was investing in places that guaranteed long-term growth,” Coca-Cola told the Front Office. . “After much discussion with LeBron and his team, we mutually agreed to go our separate ways.
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PepsiCo replaced Coca-Cola as the official food and beverage partner of the NBA and WNBA in 2015 – a deal that ended Coke’s nearly 30-year partnership with the NBA.
By capturing an even larger share of the beverage market, PepsiCo also became a player in the energy drink department when it acquired Rockstar last March for a monumental $ 3.85 billion.
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Russ Weiner, who started the famous energy drink company with $ 50,000 of his own money, told FOX Business at the time that the move would make Rockstar “a leading global brand.”
“My inheritance will be safe with [PepsiCo]Weiner added.
LeBron James would quit Coca-Cola for rival PepsiCo after 18 years. (AP Photo / Jeff Chiu, file)
Meanwhile, James – who recently signed a two-year extension with the Los Angeles Lakers – also signed a lifetime deal with Nike in 2015 that could amass $ 1 billion in career earnings before pulling his last basket. NBA.
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James is also a major player in Hollywood through his various TV, film and content offerings through his production company, Springhill Entertainment, Uninterrupted and other cohorts.
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