Industry News | January 28, 2010

McDonald's Scores Lebron James Partnership

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McDonald's confirmed that LeBron James of the Cleveland Cavaliers has agreed to a multi-year deal with the company. The relationship will kick off with James' appearance in a remake of the iconic 1993 Super Bowl commercial "The Showdown," which is set to launch during pre-kick of Super Bowl XLIV in Miami.

Although financial details of the contract will not be disclosed publicly, James' agreement includes support of several McDonald's programs and promotions, as well as McDonald's charity of choice, Ronald McDonald House Charities.

"LeBron is an all-star, both on the court and in the community," says Neil Golden, McDonald's USA chief marketing officer. "We're looking forward to working with LeBron to showcase our brand in surprising ways while also raising awareness of and support for Ronald McDonald House Charities."

"McDonald's and I make a great team," James says. "We share many of the same core values, including a commitment to excellence and giving back to the community. I am also excited about the opportunity to work with Ronald McDonald House Charities, which helps improve the lives of so many children and their families around the world."

"This is a perfect fit," says Maverick Carter, CEO of LRMR Innovative Marketing & Branding. "LeBron looks to partner with leading companies like McDonald's and we are thrilled to be associated with one of the most recognized and renowned brands, as well as with the many opportunities to work together in the coming months."

In March, James will support the 2010 McDonald's All American High School Basketball Games in Columbus, Ohio. Proceeds from the event will benefit the Ronald McDonald House Charities of Central Ohio. In 2003, James earned McDonald's All American Game MVP and Player-of-the-Year honors.