• Loading stock data...
Saturday, August 2, 2025
Tuned In returns to NYC on September 16. Hear from the biggest names in sports media. Click here to get your spot
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

Coco Gauff at New York Liberty

How the New York Liberty Became the Hottest Ticket in Town

Once banished to the burbs, the Libs are now Brooklyn’s marquee attraction.
Leo Messi
exclusive

MLS Commissioner Don Garber Defends Messi Suspension

Messi was punished for skipping the MLS All-Star Game.
Feb 20, 2011; Calgary, AB, Canada; Canadian hockey fans wave a flag and display a banner before the Heritage Classic between the Montreal Canadiens and the Calgary Flames at McMahon Stadium. The Flames beat the Canadiens 4-0

Where Does Hockey Go After the Hockey Canada Verdict?

After the sexual assault trial, hockey is split over the path forward.
Carlos Correa
exclusive

Twins Moving Toward Selling Team After Deadline Teardown

Minnesota moved about 40% of its roster ahead of the trade deadline.

Featured Today

Las Vegas sign

College Sports Embracing Vegas After Years of Cold Shoulder

The Big Ten became the latest newcomer to Sin City.
2000, Jupiter, FL, USA; FILE PHOTO; Montreal Expos pitcher Hideki Irabu in action on the mound against the New York Mets at Roger Dean Stadium during Spring Training
July 28, 2025

Dead Sports Franchises Are Alive and Well on Twitter

The Expos, Sonics, and Whalers have active social media accounts.
Limited Hype
July 27, 2025

Sneaker Reselling Was Once Easy Money. Success Is Now Complicated

Vendors need to evolve what they’re selling and how they do it.
HAPPY GILMORE 2. BTS - (L to R) Adam Sandler as Happy Gilmore and Rory McIlroy as himself on the set of Happy Gilmore2.
July 26, 2025

‘Cool As Hell’: How ‘Happy Gilmore 2’ Hooked Golf’s Top Stars

The process was “cool as hell,” Adam Sandler tells FOS.

Micah Parsons Requests Trade From Cowboys As Contract Talks Stall

The defensive end has been seeking a new contract.
July 31, 2025

Mikal Bridges Takes $6M Discount to Help Knicks Avoid Second Apron

Bridges agreed to a four-year, $150 million extension Thursday.
McLaurin
August 1, 2025

Terry McLaurin Asks Out of Washington Amid Contract Standoff

McLaurin is in the final year of a three-year, $68 million contract. 
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
Apr 25, 2025; Minneapolis, Minnesota, USA; Los Angeles Lakers guard Luka Doncic (77) looks on against the Minnesota Timberwolves in the first half during game three of first round for the 2024 NBA Playoffs at Target Center.
July 31, 2025

Luka Dončić Eligible to Sign $229M Extension Saturday

Dončić can sign a four-year, $229 million extension on Aug. 2.
July 29, 2025

Gabby Williams: ‘Unrivaled Saved the WNBA’s Butt’

Unrivaled was cofounded by Napheesa Collier and Breanna Stewart.
Jul 24, 2025; Washington, D.C., USA; Venus Williams (USA) waves to the crowd after her match against Magdalena Frech (POL)(not pictured) in a women's singles match on day four of the Mubadala Citi DC Open at Rock Creek Park Tennis Center.
July 29, 2025

Venus Williams Returns to U.S. Open Ahead of New Mixed Doubles Format

The number of doubles teams at the US Open has been cut to 16 from 32.
Joaquin Niemann
July 28, 2025

Scottie Scheffler’s Season Earnings Surpassed by LIV’s Niemann

Niemann has made $21.94 million on the golf course this year.