“I’ve always wanted to use the platform of basketball to empower those around me,” James said in a statement. “Now I’m incredibly excited about the opportunity to build a company that empowers creators, consumers, and everything it touches.” James also touted the company’s diversity on Twitter: “100+ employees, 64% people of color and 40% female in an industry that avg 25%.”
James will serve as the company’s chairman, while Carter will be its CEO. Members of the company’s new board include Serena Williams, Boston Red Sox Chairman Tom Werner, Live Nation Entertainment CEO Michael Rapino, Elisabeth Murdoch, Marc Rowan, Paul Wachter, and B.Scott Minerd. The $100 million in funding is being led by Guggenheim Investments, UC Investments, SISTER, and SC.Holdings.
[SC.Holdings is an investor in Front Office Sports.]
