FSG chief Tom Werner reveals new plan for Liverpool, Nike and LeBron James

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Liverpool president Tom Werner has revealed plans for the next phase of the relationship between the Reds, basketball icon LeBron James and the club’s official partner Nike.

Werner, a key player in Fenway Sports Group, owner of the Reds, has lifted the veil on plans by Liverpool, James and Nike to pursue a number of new opportunities in the near future, with the aim of trying to create a brand similar to this basketball legend. Michael Jordan is in alliance with Nike.

Jordan’s ability to build on his success on the court and rise from basketball star status to global sports icon in the 1990s and 2000s made him the first athlete to truly exploit the power of his own brand, and that’s something James did. could do, by signing a billion dollar lifetime contract with Nike, becoming a successful entrepreneur in his own right, and even starring in the remake of the movie Space Jam that Jordan starred in in 1996.

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Liverpool, FSG, Nike and James have seen their partnership grow even closer this year, with the $ 750 million investment from RedBird Capital Partners in March that saw a reshuffle that saw James convert his 2% stake. in the Reds in 1% FSG. the whole business empire.

FSG, Nike and RedBird also came together to become investors in the SpringHill Entertainment company of James and his business partner Maverick Carter, valued at $ 725 million, in October, a deal that will see the company help the narrative aspect of the business. Liverpool and the Boston Red Sox to maximize their global reach and leverage their huge followers across the globe.

But Liverpool, James and Nike have specific plans ahead, according to Reds chairman Werner.

Speaking to the Boston Globe, Werner said: “We are creating a product line with LeBron and Liverpool.

“Nike creates seven or eight products that connect LeBron to football.

“I don’t know the details yet, but they will create seven or eight products that rival the connection that Michael Jordan has with Nike.”



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The SpringHill deal, which FSG entered as the second investor behind RedBird, is also something the Liverpool owners will help them with in their future growth plans.

Werner said, “SpringHill has a bunch of different businesses besides storytelling and content.

“They have a lot of connections with Fortune 500 companies and they tell stories and help companies like Walmart and Chase tell their stories.

“So they don’t just tell a story like the life of Muhammad Ali.

“We’re an investor in SpringHill with Nike and RedBird and we just think they’ve taken the pulse of a younger demo that’s going to be very successful.”


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