The first major sports star to break through the mainstream has landed a big deal, and now he’s got a whole other set of sponsors.
Former NBA star LeBron James signed a sponsorship deal with a beverage brand in his hometown of Cleveland, which has been called the new NBA city.
The company, Jello, is based in the city’s suburb of Akron, and its new beverage is the first of its kind to hit the market.
James is known for his trademark “James” face paint, which is a signature feature of his signature look.
“He’s a legend in the world of basketball, and I think the Cleveland Cavaliers can capitalize on the fact that he’s been a part of Cleveland for so long,” said Jello CEO Rob Smith.
“We have a great relationship with the Cavs and have been so excited about working with them.
This is the type of partnership we’re looking forward to and we’re excited to be a part, and we’ll keep the fans up to date on what’s going on as we get closer.”
Jello’s new drink is made with the juice and concentrate of a lemon, the first time that’s been used in a sports drink.
The flavor will be similar to a juice and cream shake, but with more lemon flavor.
“The citrus juice is the base of this drink, and it’s an homage to our lemonade and lemonade products, so it’s going to be very citrusy,” Smith said.
“It’s a really refreshing drink that has a really clean lemon flavor, so we’re really excited to have it in Cleveland.”
James’ hometown team, the Cavaliers, won the NBA championship in 2016.
They’re the first sports team to make it to the Finals since the Brooklyn Nets in 2004.
The Cavs have been the top seed in the Eastern Conference since the playoffs began.
Jello is a brand of the Cleveland-based Jello Group.
The deal comes as a big boost for the Cavs.
The team made headlines last year after they signed former New York Knicks superstar Carmelo Anthony to a five-year deal worth $70 million.
The Knicks were a perennial playoff contender before Anthony left for the New York Lakers.
The Cavaliers also signed former Boston Celtics guard Isaiah Thomas, who is also from Cleveland.
The first Cavs game in Cleveland was played on July 23, 2018.
They have played in the NBA Finals three times, including a title-clinching win in 2014.