After 17 years at Coca-Cola, where he has pitched a variety of products, LeBron James signs with rival PepsiCo, sources confirm ESPN.
The Los Angeles Lakers star is expected to promote the Mountain Dew brand, which became one of the NBA’s main sponsors after PepsiCo took over as the league’s official beverage partner in 2015.
James signed with Coke in the summer of 2003 for his rookie season; the company joined Nike and Upper Deck as its longest-running support partners. His deal with Coca-Cola expired last year when the parties could not agree on an extension.
Over the years, James had his own taste of Powerade and version of Sprite, and was at the center of a Coca-Cola marketing campaign with Yao Ming for the 2008 Beijing Olympics. His first TV commercial was for Sprite in 2003.
Forbes names James the most active NBA player in endorsement revenue, at more than $ 50 million a year.
Front Office Sports was the first to report the signing.