In 2005, to the surprise of many sports industry insiders, superstar basketball player LeBron James fired his agent and started his own firm, LRMR, to handle all aspects of their business ventures and marketing activities, and called his childhood friend Maverick Carter as CEO. LRMR charged James turn in world icon, and help him reach his personal goal to become the first billionaire basketball. In late 2008, James joined various lucrative endorsement deals, and is considering the approval of three exclusive video features from Electronic Arts, 2K Games and Xbox Live, to add to its portfolio. Allows for rich discussion about how superstar athletes and other celebrities can create and capture value from their brands, as well as what role talent agencies and other intermediaries play in this process. Provides detailed information about three opportunities confirmation that each is a common way in which talent (choose) will receive compensation: a fixed fee payment structure of the bonus, or profit-sharing agreement "Hide
By Anita Elberse, Jeff McCall Source: Harvard Business School 4 pages. Publication Date: January 31, 2009. Prod. #: 509050-PDF-ENG
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