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Maverick Carter, chief executive of LRMR and a high-school teammate of Mr. James,Monster beats headphones, said partnering with Fenway was essential for them to gain access to international business opportunities that go beyond the typical athlete endorsement deals.
"These guys have unmatched skills when it come to marketing and selling on a global basis," Mr. Carter said of Fenway.
In addition to his $15.8 million salary from the Miami Heat,wholesale newports, Mr. James earns an estimated $30 million annually from endorsements with such blue-chip companies as McDonald's, Nike,cheap newports, and Coca-Cola. His image took a major hit last summer when he was criticized by the media and NBA Commissioner David Stern for teaming up with ESPN to create "The Decision," an hour-long special during which he announced his choice to leave the Cleveland Cavaliers for the Miami Heat.
His new team has stumbled at times this season, leaving many to wonder if Mr. James will ever fulfill his promise and begin winning championships in the style of global stars like Kobe Bryant and Michael Jordan.