LeBron James has been fortuitous most of his life. A lot of it has been thanks to his own efforts but sometimes, he has also benefitted from the mistakes of others. Like the time when he got a bag worth $20 million from Coca-Cola thanks to a huge mistake by Kobe Bryant.
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Bryant for the most part, wanted this story erased from history. So, looking back in time when LeBron James was just entering the league and one of its brightest stars was facing a devastating accusation.
Kobe Bean Bryant had been charged with s**ual assault allegations. A smear that tainted him and the NBA. One that also jeopardized everything he stood for.
And more importantly, it did major financial harm to his reputation. So much so that Coca-Cola, one of Kobe’s big sponsors was looking for a new athlete. Enter LeBron James.
How a big blunder from Kobe Bryant helped LeBron James scoop $20 million
Coca-Cola wanted a new face. Someone who the public would love and cherish. As per the book LeBron James Inc: The Making of a Billion-Dollar Athlete by Brian Windhorst, the multi-billion Dollar giant saw a once-in-a-lifetime opportunity.
So, to convince LeBron to come into the fold, they went all out. Filling out their auditorium with people dressed in green and blue that represented Sprite and Powerade respectfully. Coca-Cola presented a marketing pitch that would hype James up from the get-go. From his first game to a long-term plan to help him become marketable. The initial pitch was for 6 years and James would earn an astonishing $20 million.
Eventually, as per the book, LeBron would go on to make $40 million. That figure would be small by now. Considering the fact that James still appears in numerous commercials for Sprite.
All thanks to Bryant’s image getting tarnished for a brief period. But all is well though, as Kobe himself came back and was still the face of the company. He did make a lot of money too!
How Kobe and LeBron’s partnerships with Coca-Cola flourished
Both players served as influential brand ambassadors for the company, showcasing their talent and charisma in captivating advertisements. Bryant’s partnership with Coca-Cola was re-established in 2008 when he became the face of the “Sprite” brand, captivating fans with his dynamic personality and unmatched basketball skills.
LeBron James was already promoting “Sprite” and “Powerade.” Through their association with Coca-Cola, Bryant, and James not only promoted the brand but also connected with fans on a deeper level, inspiring and influencing generations of aspiring basketball players.
Upon Bryant’s untimely passing in 2020, Coca-Cola paid tribute to the legend by airing a touching commercial that honored his legacy.
LeBron still carries the mantle of the brand and even in his 20th year in the NBA remains a big name in the advertising world.
