ducks
08-25-2003, 01:23 PM
LeBron James' official Web site has signed its first advertiser.
Maker of 'The Club' will push batteries
By Darren Rovell
ESPN.com
LeBron James' official Web site has signed its first advertiser.
Winner International, parent company of The Club steering wheel lock, has entered a three-year, multimillion dollar deal to promote its new brand of rechargeable batteries on the Web site.
As part of the deal, Juice Batteries will be available online exclusively on www.lebronjames.com for the next three years, and limited edition packaging will have the Web site's logo on it.
"LeBron represents energy and enthusiasm and that captures the essence of Juice, which is all about fresh energy," said Brent Meikle, president of Winner International.
James' Web site, which the 18-year old reserved three years ago, is scheduled to relaunch with a new look Wednesday night. On Thursday night, James will appear in the commercial debuting the Juice campaign, on the broadcast of MTV's Video Music Awards.
"We were looking for a major sponsor to help boost the Web site," James' agent Aaron Goodwin said. "The people involved with Juice came to us and this made a lot sense."
James, the NBA's No. 1 overall draft pick, has accumulated more than $100 million worth of endorsement deals with Nike, Coca-Cola and Upper Deck. Although the Juice deal is not an endorsement per se, James will receive a large fee for the alliance as well as royalties from battery sales.
The alliance of a basketball star with a battery brand is not unprecedented. Michael Jordan endorsed Rayovac from 1995 through 2002.
Darren Rovell, who covers sports business for ESPN.com, can be reached at [email protected] link (http://espn.go.com/sportsbusiness/news/2003/0825/1602330.html)
Maker of 'The Club' will push batteries
By Darren Rovell
ESPN.com
LeBron James' official Web site has signed its first advertiser.
Winner International, parent company of The Club steering wheel lock, has entered a three-year, multimillion dollar deal to promote its new brand of rechargeable batteries on the Web site.
As part of the deal, Juice Batteries will be available online exclusively on www.lebronjames.com for the next three years, and limited edition packaging will have the Web site's logo on it.
"LeBron represents energy and enthusiasm and that captures the essence of Juice, which is all about fresh energy," said Brent Meikle, president of Winner International.
James' Web site, which the 18-year old reserved three years ago, is scheduled to relaunch with a new look Wednesday night. On Thursday night, James will appear in the commercial debuting the Juice campaign, on the broadcast of MTV's Video Music Awards.
"We were looking for a major sponsor to help boost the Web site," James' agent Aaron Goodwin said. "The people involved with Juice came to us and this made a lot sense."
James, the NBA's No. 1 overall draft pick, has accumulated more than $100 million worth of endorsement deals with Nike, Coca-Cola and Upper Deck. Although the Juice deal is not an endorsement per se, James will receive a large fee for the alliance as well as royalties from battery sales.
The alliance of a basketball star with a battery brand is not unprecedented. Michael Jordan endorsed Rayovac from 1995 through 2002.
Darren Rovell, who covers sports business for ESPN.com, can be reached at [email protected] link (http://espn.go.com/sportsbusiness/news/2003/0825/1602330.html)