LeBron James is parting ways with Coca Cola Co. and is poised to back rival brands from PepsiCo, according to a report.
The National Basketball Association star and coveted endorser will align with Mtn Dew’s forthcoming “Rise Energy” line, Front Office Sports reported today.
Coca-Cola, in a statement shared with Ad Age, confirmed it was ending its longstanding relationship with James. “LeBron’s contract came up at a time when both he and The Coca-Cola Company were actively reviewing all of its resources to make sure it was investing in places that ensured long-term growth. After many discussions with Lebron and his team, we mutually agreed to part ways,” the company stated.
PepsiCo representatives did not immediately return email requests for comment.