The baseball team’s sister company, Fenway Sports Management, says it has signed James to a long-term deal to handle his marketing. As part of the deal, James has obtained a small piece of the soccer team Liverpool in the English Premier League.
FSM is owned by Fenway Sports Group, the parent company of the Red Sox and Liverpool FC and a co-owner of Roush Fenway Racing. FSM handles the marketing for all of them, and now it will handle James, too.
THIS IS A BREAKING NEWS UPDATE. Check back soon for further information. AP’s earlier story is below.
Fenway Sports Marketing _ the sister company of the Red Sox _ said Wednesday it has signed James and the management company he helped create, LRMR, to a long-term deal to secure marketing and sponsorship opportunities. As part of the deal, James obtained a piece of Liverpool FC, one of the world’s most famed soccer teams and a longtime marquee franchise in the English Premier League.
“I can’t even explain the level of excitement that we have right now,” James‘ manager and LRMR CEO Maverick Carter told The Associated Press. “As far as my business career goes, it’s one of the most exciting times. And the opportunity for growth for us is huge. The guys at FSM understand it too and they probably see it even more than we do.”
The deal came together quickly, but Carter and James have been familiar with FSM owners John Henry and Tom Werner for some time. Their relationship was born, in part, through mutual acquaintances with Berkshire Hathaway _ billionaire Warren Buffett’s company.
“It’s strictly business. … It’s very humbling,” James said.
FSM is owned by Fenway Sports Group, the parent company of the Red Sox and Liverpool FC and a co-owner of Roush Fenway Racing. James has had involvement with NASCAR previously, albeit on a somewhat limited basis.
“That’s the great thing about sports: It brings people together,” Carter said. “And this is about business.”
FSM president Sam Kennedy said Wednesday that the group is not looking to get into representing individual athletes, but the chance to work with a blue-chip brand such as James was too good to pass up.