The LeBron James portfolio just continues to grow!. The astute businessman and Los Angeles Lakers superstar has joined forces with telecommunications giant AT&T for a multiyear marketing and branding collaboration.
AT&T and James plan on working together across the AT&T family of brands, as well as partners, which will include the NBA. James has already appeared in his first national advertising campaign for AT&T TV, which launched nationwide this week. AT&T TV is a new live TV service that marries what you love about live TV and video streaming.
With this newly formed collaboration, AT&T is committed to developing a learning institute with LeBron James Family Foundation’s I PROMISE Village by Graduate Hotels, which serves as transitional housing for the I PROMISE School’s students and families in immediate need of safe and stable housing.
“To have one of the biggest communications companies in the world believe in my kids and the work we’re doing to uplift families is incredible,” said James in a press release. “I’m excited about this partnership and the opportunities we’ll have to continue bringing people together across so many different platforms.”
“Through our extensive work with the NBA, WNBA, and the WarnerMedia family of brands, we’ve grown to know LeBron as so much more than the star basketball player,” said Fiona Carter, chief brand officer, AT&T Communications. “His commitment to his foundation, empowering others, and storytelling combined with AT&T’s mission to inspire human progress through the power of communication and entertainment will create endless creative opportunities.”
James’s production company, SpringHill Entertainment, has already worked with AT&T’s WarnerMedia and is developing the upcoming Warner Bros. Space Jam film and the programs The Shop and Student Athlete on HBO.
Perhaps the most important component of this partnership is the funding to the LeBron James Family Foundation as part of the AT&T Aspire initiative. The initiative uses new developments in education to drive student success in school. Since 2008, Aspire has committed $550 million and used technology, relationships, and social change to prepare students for careers and economic opportunity.
The learning institute at the I PROMISE Village will provide training focused on technical and essential life skills for children and families and will include support from AT&T employees, as well as community and nonprofit organizations in the Akron, Ohio, area.