• Loading stock data...
Friday, July 11, 2025
exclusive
Athletes

Sources: LeBron James Leaving Coke, Set To Sign Deal With Pepsi

  • James will become the face of Mountain Dew’s upcoming “Rise Energy” line, sources say.
  • Deal could include integration with James’ Blaze Pizza chain.
Tim Fuller-USA TODAY Sports

LeBron James is preparing to join PepsiCo after a long-standing sponsorship with Coca-Cola, sources told Front Office Sports.

James would join a growing team of NBA and WNBA stars pitching the rebranded “MTN DEW”: Zion Williamson of the New Orleans Pelicans; Joel Embiid of the Philadelphia 76ers; Jamal Murray of the Denver Nuggets; and A’ja Wilson of the Las Vegas Aces.

According to sources, James will become the face of Mountain Dew’s upcoming “Rise Energy” line after nearly 18 years as an endorser for Coca-Cola’s Sprite and Powerade brands.

The 36-year old James could also pitch Pepsi’s flagship cola brand, said sources.

The pending deal may also include integration with Blaze Pizza, which currently offers Coca-Cola products at its more than 300 locations. James owns an approximate 10% stake of the chain.

Representatives for PepsiCo declined to comment. A spokesperson for James also declined to comment. 

An 18-year-old James first signed with Coca-Cola in 2003 as a No. 1 draft pick. The four-time MVP has since appeared regularly in Sprite and Powerade commercials. In 2014 the beverage giant gave him his own signature drink, “Sprite 6 Mix by LeBron James.”

A spokesperson for Coca-Cola told Front Office Sports that his deal with the Atlanta-based soda giant expired in September.

“LeBron’s contract came up at a time when both he and The Coca-Cola Company were actively reviewing all of its resources to make sure it was investing in places that ensured long-term growth,” Coca-Cola said. “After many discussions with Lebron and his team, we mutually agreed to part ways.”

PepsiCo’s beverage brands and the NBA have become increasingly entwined. 

In 2015, PepsiCo replaced Coca-Cola as the official food and beverage partner of the NBA and WNBA. The blockbuster deal ended Coke’s 28-year partnership with the NBA.

Rather than playing up its eponymous cola, PepsiCo has focused its NBA advertising and activations on citrus-flavored Mountain Dew. 

The 2020 All-Star Game’s 3-Point Contest introduced the “DEW Zone” — two attempts from six feet behind the arc, worth three points each. For the third straight year, Mountain Dew also offered fans a branded “Courtside Studio,” with player appearances, music and fashion.

Parent PepsiCo, meanwhile, expanded into caffeinated beverages, buying Rockstar energy drinks for $3.85 billion last March. 

James is one of the world’s most popular and successful endorsers, following the path blazed by the likes of Michael Jordan and Tiger Woods. 

He signed a lifetime deal with Nike in 2015 that could be worth as much as $1 billion over its duration. He’s been one of the brand’s key ambassadors since he entered the league with the Cleveland Cavaliers. 

It’s estimated that James will eclipse $1 billion in career earnings before he retires from the NBA; his endorsements, production companies and other sources account for more than half of that figure.

In December, James signed a two-year extension with the Lakers that will push his career NBA earnings past $420 million by the conclusion of  the 2022-23 season. 

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Gareth Bale
exclusive

Gareth Bale Group Makes New Offer for Cardiff City 

Bale tells Front Office Sports his group has made another bid.
exclusive

Amazon Adding Dell Curry to NBA Coverage Team

The 16-year NBA veteran has been a Hornets color commentator.
Jun 28, 2025; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the game between the Texas Rangers and the Seattle Mariners at Globe Life Field.

The Torpedo Bat Business Is Still Going Strong: ‘Here to Stay’

Demand for the oddly shaped bats has stayed strong across the sport.
exclusive

Fox Extends Erin Andrews, Charissa Thompson Contracts Ahead of NFL Season

Changes are coming at Fox, but Andrews and Thompson stay put.

Featured Today

American Celebs Want to Be Sports Owners. Soccer Is Where They Start

As U.S. team prices climb, investors set their sights abroad.
July 5, 2025

Baseball’s Celebrity Row: Behind MLB’s First-Pitch Ritual

Often planned, sometimes spontaneous, the ritual throw is baseball’s celebrity row.
July 4, 2025

3,000 Hot Dogs, $20K in Prizes: Behind the Nathan’s Eating Contest

Nathan’s serves up thousands of hot dogs and $20,000 in prize money.
July 3, 2025

Geoffrey Esper Can’t Catch a Break at Nathan’s Hot Dog Eating Contest

“Hot dogs is not one of my favorite competitions of the year.”

Jalen Williams Signs Max Deal As Thunder Commit $822M to 3 Stars

Oklahoma City also extended Shai Gilgeous-Alexander and Chet Holmgren.
July 10, 2025

Suns All In on Booker, Who Signs Record Extension Amidst Chaos

The Suns changed their head coach for the fourth time in four years.
Hall of Fame Open at the International Tennis Hall of Fame, Newport.
July 10, 2025

Andy Roddick Slams Billionaire Bill Ackman’s Pro Tennis Gambit

“This was the biggest joke I’ve ever watched in professional tennis.”
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Jul 10, 2025; Wimbledon, United Kingdom; Amanda Anisimova of the United States celebrates winning her match against Aryna Sabalenka on day 11 at All England Lawn Tennis and Croquet Club.
July 10, 2025

Amanda Anisimova Stuns Sabalenka to Reach Wimbledon Final, Clinches $2M

The American’s Wimbledon run will continue with her first major final.
Apr 9, 2025; Chicago, Illinois, USA; Chicago Bulls guard Josh Giddey (3) defends Miami Heat guard Davion Mitchell (45) during the second half at United Center.
July 9, 2025

Why Are the NBA’s Biggest Restricted Free Agents Still Unsigned?

Draymond Green said the new CBA is responsible for ending free agency.
July 9, 2025

Jokić Declined a Contract Extension, but the Nuggets Shouldn’t Panic

Jokić still has three years remaining on his current contract.
Jul 1, 2025; Pittsburgh, Pennsylvania, USA; Pittsburgh Pirates starting pitcher Paul Skenes (30) pitches against the St. Louis Cardinals during the third inning at PNC Park.
July 8, 2025

MLB ASG Missing Many Highly Paid Stars, Clearing Path for Youth

Many of MLB’s top earners are not part of the Midsummer Classic.