LeBron James Uses His Instagram To Establish His ‘Allegiance’ To PepsiCo’s ‘Billion-Dollar’ Brand

Nithin Joseph | 01/08/2023
19 Years After Missing Out on $100,000,000 Energy Drink Deal, LeBron James Promotes PepsiCo's 'Billion-Dollar' Brand

LeBron James‘s ability to make millions off the court, just as he does on the court, is unparalleled. The 4x NBA champion displayed this ability of his in a recent deal with PepsiCo’s LIFEWTR brand that he’s advertised for on his Instagram.

LIFEWTR is the newest energy brand to be introduced by PepsiCo. Marketed as purified water, pH balanced, with electrolytes for taste, the company is looking to challenge some of the other major players in the industry. Companies like Hint, waterdrop, Flow Water, and Vitaminwater have all been put on notice since LIFEWTR’s arrival.

The brand is doing all it can to make a mark in what is now a saturated market. And, one of the steps they have taken is finding the right endorser. Taking to his IG, LeBron has announced his partnership with the brand. With some calming music, and the slogan “Whole body hydration” sounding out in the background, King James made the partnership official.

“Always staying hydrated with @lifewtr”

 

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King James’ success on the court and off it makes him a must-have for any brand. Just his presence alone can drive up the value of a brand by millions. So, it’s not that surprising to hear that he has brands lining up for his signature. That being said, Bron is a picky endorser and only signs with companies that match his own brand image.

It’s a great deal for all parties involved. Having made $150,000,000 in revenue within its first 12 months, LIFEWTR could be PepsiCo’s 23rd billion-dollar brand.

LeBron switched allegiances from Coca-Cola to PepsiCo back in 2021

In 2021, LeBron James ended his 17-year partnership with Coca-Cola by switching to PepsiCo. It was a huge move for King James, who makes close to $50,000,000 from endorsements. Signing a multi-year deal with the company, he kicked off the association with Mountain Dew Rise.

Additionally, there were rumors that James’ pizza brand, Blaze Pizza was also integrated into the deal. And, while the exact figures are not known, it’s safe to say PepsiCo paid a pretty penny to prise him away from Coca-Cola.

With LIFWTR and Rise Energy in the bag, it’s likely that LeBron will be involved in some of PepsiCo’s future products. All of which is sure to add more and more to his $1,000,000,000 net worth.

Post Edited By: Samir Mehdi

About the author

Nithin Joseph

Nithin is a content writer at The SportsRush. Like his favorite athlete Kobe Bryant, the company has helped Nithin elevate his writing skills to a whole new level, especially as an NBA content writer. With over 1500 articles to his name, Nithin's love for the sport knows no bounds. And, as he continues to watch the sport on a daily basis, he hopes his fascination with the NBA, especially the Miami Heat will inspire more and more readers to give the sport a chance. Perhaps, one day making basketball in India as big as it is in the United States.

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