• Loading stock data...
Thursday, October 9, 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

exclusive

Bud Selig: ‘Remarkable’ Brewers Run Can’t Mask MLB’s Money Divide

The former commissioner lauds his hometown team while raising economic concerns.
Maverick Carter, LeBron James
exclusive

New International Basketball League Plans Launch, Without Maverick Carter

The venture plans to launch men’s and women’s leagues next fall.
Oct 4, 2025; Lincoln, Nebraska, USA; Nebraska Cornhuskers defensive back DeShon Singleton (8) celebrates after making an interception during the game against Michigan State at Memorial Stadium.
exclusive

Big Ten Considering Investment From California Pension Fund

Under the proposal, Big Ten would spin assets into a new entity.
Oct 4, 2025; Tucson, Arizona, USA; Oklahoma State Cowboys outside linebacker Poasa Ute (35) and Wendell Gregory (4) celebrate during the third quarter of the game against the Arizona Wildcats at Arizona Stadium.
exclusive

New Bill Aims to Prohibit Athletic Department, Conference Private-Equity Deals

The bill would bar schools from selling ownership stakes.

Featured Today

Paul Cartier

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.
October 4, 2025

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
Kōloa Rum Company Rum Rusher
September 27, 2025

Panthers Bubbly, Jets Wine, Manning Whiskey: The Sports Booze Boom

A sommelier dives into the sports booze trend—and tries Jets wine.
Nov 17, 2024; Pittsburgh, Pennsylvania, USA; Pittsburgh Steelers fans wave Terrible Towels against the Baltimore Ravens during the fourth quarter at Acrisure Stadium
September 26, 2025

Steelers’ Irish Roots Are Deeper Than NFL Dublin Game

The Steelers have history and the foundation for a future in Ireland.
Bucks

Bucks Reportedly Discussed Giannis Deal With Knicks This Summer

Antetokounmpo’s future will be a major NBA storyline this year.
Caitlin Clark
October 3, 2025

Cathy Engelbert Denies Saying Caitlin Clark Should Be ‘Grateful’ For WNBA

“Obviously I did not make those comments.”
Napheesa Collier
October 5, 2025

WNBA Tensions Heat Up With Canceled Collier–Engelbert Meeting

The commissioner denied Collier’s version of events at a press conference Friday.
Sponsored

How Jenny Just Is Shaping the Future of Sports Ownership

Jenny Just on bringing her investment experience to sports ownership.
Caitlin Clark
exclusive
October 2, 2025

Caitlin Clark Will Not Join Second Season of Unrivaled

The Fever star struggled with several injuries in her second WNBA season.
Caitlin Clark
October 2, 2025

Caitlin Clark Backs Napheesa Collier in Fight With WNBA

Clark had her exit interview on Thursday after an injury-riddled season. 
Kuminga
October 1, 2025

With Kuminga Deal, Steve Kerr Now Warriors’ Biggest Looming Free Agent

Kuminga finally agreed to a new deal with the Warriors on Tuesday. 
LeBron James
September 30, 2025

LeBron, Giannis, Jokić All Weigh In on Contract Situations

James is on an expiring contract with the Lakers.