Dallas Mavericks v Miami Heat - Game Six

Harvard business class takes a look at LeBron marketing


Bashing LeBron James the brand has become a national past time. Maverick Carter — James confidant and business manager — has taken almost as much incoming fire as LeBron the past year. Since the decision to take his talents south, LeBron’s popularity has plummeted and some marketing options have dried up. There are all sorts of questions about marketing LeBron long term.

Which makes his decisions an interesting case study. Which is why a Harvard business class took it up.

And LeBron was open to it — he and Carter helped out the class by answering questions and more, reports the Boston Globe.

James and his business partners happily cooperated with the research process, giving access and candid assessments of marketing choices, making the case study something of a page-turner….

The James case study focuses on three video game endorsement offers he received in late 2008. But the decision between Electronic Arts (EA), 2K Games, and Microsoft Xbox Live is really an avenue for exploring compensation models and the career life cycle of professional athletes.

James was able to take riskier, potentially more rewarding video game deal (developing a new game with Xbox) because he is both younger in his career arc and well compensated. Other athletes tend to go a more traditional marketing route.

James was not alone. The class has studied Lady Gaga’s marketing, Maria Sharapova, Tom Cruise, Radiohead and more. The idea is to look at decisions and marketing from a broad perspective and see what LeBron might learn from Lady Gaga.

It’s an interesting read and a smart chance for students to apply ideas in the real world, and for Carter to hear new perspectives. That broader thinking is what good agents bring to the table for stars, and it’s part of the reason many outside LeBron’s circle have questioned his choices.

LeBron James says he rides a motorcycle

LeBron James
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LeBron James appeared in a GQ video, and as one of the hosts discussed his leather jacket, LeBron noted he should’ve ridden his motorcycle to the set. It seemed the Cavaliers star might have been joking, but a few seconds later, he explicitly said he owned a different, three-wheel motorcycle.

Asked what the team thinks of his riding, LeBron said:

Oh, man. They’re like, “What are you doing?” I’m like, “What you think I’m doing? I’m getting a breath of fresh air. You know? I’ve got one life with this, man. So, that’s what I’m doing.”

It’s impossible to think of an NBA player riding a motorcycle without Jay Williams coming to mind.

Williams, the No. 2 overall pick in 2002, crashed his motorcycle after his rookie season and suffered career-ending injuries. The tragedy caused him to attempt suicide.

Thankfully, Williams – a college basketball analyst – appears to be doing better now. But that incident has left increased scrutiny on NBA players riding motorcycles.

The Collective Bargaining Agreement states (emphasis mine):

Accordingly, the Player agrees that he will not, without the written consent of the Team, engage in any activity that a reasonable person would recognize as involving or exposing the participant to a substantial risk of bodily injury including, but not limited to: (i) sky-diving, hang gliding, snow skiing, rock or mountain climbing (as distinguished from hiking), rappelling, and bungee jumping; (ii) any fighting, boxing, or wrestling; (iii) driving or riding on a motorcycle or moped; (iv) riding in or on any motorized vehicle in any kind of race or racing contest; (v) operating an aircraft of any kind; (vi) engaging in any other activity excluded or prohibited by or under any insurance policy which the Team procures against the injury, illness or disability to or of the Player, or death of the Player, for which the Player has received written notice from the Team prior to the execution of this Contract; or (vii) participating in any game or exhibition of basketball, football, baseball, hockey, lacrosse, or other team sport or competition. If the Player violates this Paragraph 12, he shall be subject to discipline imposed by the Team and/or the Commissioner of the NBA.

It’s hard to see the Cavaliers restricting LeBron on anything like this. They practically let him write his own contract – two-year max with a player option and trade kicker – annually so he can keep collecting as the salary cap rises. If he requested a clause allowing him to ride a motorcycle, would they really say no?

On the other hand, I doubt they want their franchise player taking any undue risks. It’s worth noting, though, that Williams wasn’t wearing a helmet and didn’t have a license. Maybe the Cavaliers could accept LeBron riding in a safer manner.

But if they didn’t consent and LeBron is riding a motorcycle, what would the consequences be? They’re not voiding his contract. It’d be up to the team and Adam Silver to determine punishment, and I don’t recall any precedent for that type of violation.

76ers owner: Brett Brown deserves an ‘A’

Brett Brown
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Only one person in NBA history has coached as many games as Brett Brown and had a worst winning percentage.

The 76ers coach, who sports a 37-127 record, is trumped by just Brian Winters. Winters went 36-148 with the expansion Grizzlies and during interim stint guiding the Warriors.

Brown is entering the third season of his four-year contract, and Philadelphia general manager Sam Hinkie has been mum about an extension.

76ers owner Josh Harris is taking a similar approach, but he also says a lot of nice things about Brown.

Harris, via John Finger of CSN Philly:

“It’s probably not appropriate for me to talk about specifics about what the negotiations are with him,” Harris said during a media conference on Thursday at the team’s training camp at Stockton College.

“I give Brett an A for the job he’s done,” Harris said. “He’s been an incredible player development person, which is what we need at this point in time. He’s a great person to be around. He’s enthusiastic and he’s a born coach and a leader of men. I’m very impressed with Brett and I hope and expect Brett to be around the team for a very long time.”

Brown has done a fantastic job keeping this team engaged through losing and developing its young players. It’s not his fault Philadelphia stinks. Tanking is an organizational decision.

But the 76ers aren’t tanking forever, and soon, they’ll require a different type of coaching.

Is Brown up for it? No idea. He hasn’t had any chance to prove it.

After all he’s done, though, he probably deserves a chance to find out.