LeBron James, PepsiCo Finalize Multiyear Deal

LeBron James is officially taking his services to a new beverage company, a move first reported by Front Office Sports in January.

The 36-year-old Los Angeles Lakers superstar and PepsiCo announced a multiyear deal Wednesday. James will be the face of the soda giant’s new MTN DEW RISE energy drink.

King James’ nearly 18-year partnership with rival Coca-Cola — where he endorsed the Sprite and Powerade brands — ended last year, Front Office Sports previously reported. 

What we know about the James-Pepsi partnership and the new drink:

• PepsiCo declined to give specifics, but called it a “multiyear partnership” that will activate across other categories, including snacks.
• MTN DEW RISE will also work with several sports and wellness influencers. The brand plans to host virtual morning workouts at this month’s South by Southwest festival.
• The energy drink will be available in 16 oz cans in six flavors. 

James may eventually endorse Pepsi’s flagship cola brand, said sources. The deal may also integrate the Blaze Pizza chain, where James owns a 10% stake.

“When I first learned about the message behind the drink — the fact that every day is a chance to rise for all of us — that really resonated with me,” James said.