LeBron James and Time Warner Inc.’s Warner Bros. formed a partnership to collaborate on projects in television, film and original digital content.
Under the accord with James’s SpringHill Entertainment, the basketball star’s “creative footprint” will touch all areas of the studio, Kevin Tsujihara, chairman and chief executive officer of Warner Bros., said Wednesday in a statement.
The National Basketball Association’s four-time most valuable player created an entertainment company with his friend and marketing manager, Maverick Carter, in 2008. Their projects include the Disney XD series “Becoming,” the Starz comedy “Survivor’s Remorse,” a platform for athletes on Bleacher Report and a prime-time game show on NBC.
“Connecting with my fans and telling meaningful stories have always been my passion,” James, who plays for the Cleveland Cavaliers, said in the statement.
Financial terms and other details of the partnership weren’t disclosed. Tobi Bauckhage, the chief executive of fan entertainment site Moviepilot, said James’s 22.5 million Twitter followers, 21 million Facebook fans and 11.5 million Instagram followers are appealing to Warner Bros.
“LeBron James is a force on social media,” Bauckhage said in an e-mail. “So Warner Bros. tapping his brand and presence across digital platforms is a smart play in continuing to cut the edge and stay relevant with younger pop culture fans.”