Sunday, March 27, 2011

Lebron James Gives Again

Last year at Sporting Chance Press , we wrote about the LeBron James team selection "reveal" that was televised after the decision itself was discussed ad nauseam in the media. It was an odd bit of media hype over a move that would typically have been reported in the normal course of a radio or TV newscast. However, through ads and sponsor contributions, it was reported that LeBron raised an estimated $2.5 million from the event for Boys and Girls Clubs of America. This is a huge sum of money for any one-time charity event.

This year, LeBron James partnered with HP to donate 1,000 computers to Boys & Girls Clubs of America. In addition to this philanthropic action, working with help from Intel and HP, LeBron has also developed an animated web series called "The LeBrons." A kids program that will be compared to the "Cosby Kids," The LeBrons (image shows above) features four different characters: Kid LeBron, Athlete LeBron, Business LeBron and Wise LeBron. According to its basketball star creator, the series provides life lessons and inspiration that can help empower kids to become their best. The show is scheduled to debut on YouTube beginning April 4, 2011.

While many may again criticize LeBron for the ego that seems to be present in all his activities, others might suggest that he knows how to develop and grow a brand as well as anyone. In LeBron's case, his brand is his name and not some corporate name stenciled into computer hardware or software -- nor a cute Internet moniker. Thus, his extensive use of "LeBron" will open him up to more criticism that would likely not be leveled if he was a typical corporation pushing its brand.

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