For several months and weeks, we have all been patiently waiting for the must see news of the year: where will NBA basketball star LeBron James go? As we all know, tomorrow, July 8, at 9PM ET on ESPN, “King James” plans to announce which team with he will sign with for the upcoming season, along with a one-hour ESPN special dedicated to his decision.
The marketing strategy behind the re-signing of this NBA player and the top three other free agents, Dwyane Wade, Chris Bosh and Amare Stoudemire, has been taken to a new level of branding. We now have fans blogging, tweeting and updating statuses on Facebook about the free agents every other minute. How ironic that in the face of “The Decision,” James, created a Twitter account on Tuesday and posted his first message just days before his big decision? Again, great opportunity for great branding… but it gets better.
From his website, LebronJames.com:
Due to the unprecedented attention and interest surrounding LeBron’s decision, we have decided to make this announcement on national television. By doing so we have generated funds that will be given to the Boys and Girls Clubs of America. LeBron has a longstanding commitment to giving back to the community, and has worked with the Boys and Girls Clubs in cities across the country.
Guaranteed Mixed Media Tie-ins + Established Non-profit Partner + Anxious Basketball Fans/Critics = WIN WIN WIN.
Granted, other than the information on his website, he’s provided no information about his future plans, but his fans and critics await the news of where he’ll will go with bated breath. Journalist J.A. Adande from ESPN writes “The irony is that LeBron generated the most attention even though his circle has kept the most essential piece of information a secret, as if they were PricewaterhouseCoopers guarding the Academy Award results. There has yet to be a definitive, credible report about which team’s name will be on the next contract he signs.”
Now the real question: which team will LeBron choose??
Written by Deven “C’mon Son” Sanders