Fenway Sports Management signs deal with LeBron

“What FSM does for Roush Fenway, Liverpool and the Red Sox, we will now do for LeBron James,” Kennedy said. “We will aggressively pursue business opportunities for him.”

James has pursued marketing opportunities across the globe before, especially in Asia and Europe _ obviously, two key markets for Liverpool as well.

James stressed that the relationship is a partnership, one brand helping another, and that LRMR’s operations aren’t being essentially taken over by FSM.

“There are very few athletes who can match his global reach, appeal and iconic status,” said Werner, the Red Sox chairman. “We are very excited that LeBron will be part of the Liverpool FC family. LeBron and Liverpool each has a powerful presence internationally.”

The deal being announced was part of a big day for James. Wednesday also marked the formal launch of his cartoon series on YouTube, “The LeBrons.”

There was also a basketball game _ James and the Heat hosted the Milwaukee Bucks. And that was the NBA’s two-time reigning MVP’s top priority, even with all the news happening around him.

“It just felt right,” Carter said. “It just felt like a good day for it all to happen.”

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AP Sports Writer Jimmy Golen in Boston contributed to this story.

(This version CORRECTS APNewsNow. Corrects to Fenway Sports Management.)

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