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Fenway Sports Management and LRMR Marketing & Branding Announce a Strategic Business Partnership

FSM will work with two-time NBA MVP LeBron James and his business partner Maverick Carter/LRMR on James' future business, marketing, endorsement and philanthropic endeavors all over the globe. The partnership between FSM and LRMR will be the exclusive avenue worldwide for the pursuit of opportunities to be associated with LeBron James.

"We believe this will be a powerful collaboration between FSM and LRMR and LeBron. There are very few athletes who can match his global reach, appeal and iconic status," said Tom Werner. "We are very excited that LeBron will be part of the Liverpool FC family. LeBron and Liverpool each has a powerful presence internationally, with particular strength in Asia, but we feel the business opportunities for both working and being identified together in emerging international markets will result in unforeseen opportunities that neither would have been able to realize alone."

FSM will aggressively explore global business opportunities to drive revenue growth for LRMR and LeBron James, as well as for all the other powerful clubs and brands in the Fenway Sports Group family. This continues a commitment by FSM and Fenway Sports Group to diversify itself internationally and be associated with iconic, worldwide brands. Just last year, Fenway Sports Group acquired Liverpool Football Club, one of the world's most storied football clubs. By representing these iconic worldwide brands, FSM will be able to open doors to unique and innovative sponsorship and land revenue opportunities in the U.S., Europe, Asia and emerging markets across the world.

"I am thrilled to be working with John Henry and Tom Werner," said LeBron James. "These guys, like me, have a passion for sports. You can see the drive and commitment they have for their teams. For me, this is about being in business with an organization that loves sports as much as I do."

The FSM and LRMR partnership will focus on building an infrastructure and creating new marketing assets surrounding James' existing business ventures, developing new sponsor relationships and identifying strategic alliances that connect the NBA star to blue-chip brands throughout the world. In addition, they will collaborate to develop branded products and new business enterprises bearing James' name and likeness.

"Tom and John have created an innovative company that owns some of the greatest clubs and biggest brands in all of sports," said Maverick Carter, CEO of LRMR. "Like LRMR, it is a fast-growing organization with incredible energy and passion for what they're doing. This partnership will allow us to dramatically expand our reach and opportunities, not only in the U.S. but in markets around the world."

"This is a great partnership that will surely lead to new opportunities for everyone involved," said Beatriz Perez, Coca-Cola's Chief Marketing Officer for North America. "I know from personal experience how committed they all are to achieving their goals and accomplishing their objectives."

As part of the agreement, James and Carter will acquire an interest in Liverpool FC, ranked as the sixth most valuable football team in the world by Forbes.

"LeBron shares our love of all sports and we are very excited to make him part of the Liverpool family," said Ian Ayre, Managing Director of Liverpool FC. "We look forward to working with LeBron, LRMR and FSM, and exploring the business opportunities this new relationship could bring forth both here in the U.K. and abroad."

"Liverpool is one of the most important clubs in all of sports, and I am excited to be affiliated with this incredible organization," said James.

"This partnership represents a new way of thinking about the sports marketing business and enables us to apply our team and brand marketing experience to elevate LRMR and LeBron to new heights," said FSM President Sam Kennedy. "We're thrilled to play a lead role in developing their global sports marketing strategy and we're excited to engage the corporate community and explore how we can build their brands in the domestic and international marketplace by aligning them with one of the brightest stars in professional sports."

About Fenway Sports Group

Created in 2001, Fenway Sports Group (formerly New England Sports Ventures, or NESV) is one of the largest sports, media and entertainment companies in the world. Fenway Sports Group's portfolio of companies includes some of the most storied names and clubs in worldwide sport including: the Boston Red Sox, a Major League Baseball club; Liverpool FC, an English Premier League football club; Fenway Sports Management (formerly FSG), a sales and marketing company; 80 percent of New England Sports Network (NESN), a regional sports television network; and 50 percent of Roush Fenway Racing, a NASCAR racing team. The company also owns two of the most renowned venues in sports: Fenway Park, home of the Boston Red Sox; and Anfield Stadium, home of Liverpool FC. Fenway Sports Group is led by Principal Owner John Henry and Chairman Tom Werner, with additional ownership interests being held by a select number of prestigious individuals and The New York Times. For more information please visit www.FenwaySportsGroup.com

About Fenway Sports Management (FSM)

Fenway Sports Management (formerly Fenway Sports Group) specializes in property representation, sponsorship sales, and brand management consulting, and serves as the global sports marketing and sales arm of Fenway Sports Group. Since its inception in 2004, FSM has created successful integrated sports marketing programs for the blue chip brands it represents including: the Boston Red Sox, Liverpool FC, NESN, Roush Fenway Racing, Major League Baseball Advanced Media, Boston College Athletics and PGA TOUR Playoff event the Deutsche Bank Championship. FSM's current and former consulting clients include Verizon Wireless, Dunkin' Donuts, JetBlue, Solar Blue, Gulf Oil, Athletes' Performance and the Green Bay Packers. FSM operates with an entrepreneurial spirit, and seeks opportunities to create and be involved with a select number of new projects with an eye toward those that are beneficial to its parent Company. In 2010, FSM helped bring the NHL's storied outdoor Winter Classic to Fenway Park, where the Boston Bruins hosted the Philadelphia Flyers.

To capitalize on the excitement of the Winter Classic, FSM developed Sun Life Frozen Fenway, the first-ever outdoor college hockey doubleheader to take place at the historic Park. That summer FSM also produced Football at Fenway, an international friendly match played on the ballfield featuring legendary Scottish Premier League contender Celtic Football Club vs. Sporting, a leading club from Portugal. For more information, visit www.FenwaySportsManagement.com.

About LRMR Marketing & Branding

LRMR creates successful partnerships between iconic athletes, performers and brands, leveraging relationships and consumer insight to implement innovative and impactful marketing initiatives. LeBron James is one of the owners of the company, and LRMR works closely with his brand partners to develop meaningful sponsorship/endorsement programs. LeBron and LRMR are completely focused on one primary, overarching goal: Success...winning...in basketball and in business. And while achieving that goal, be the best you can be, raise your teammates and partners to the highest level and never forget about the dedicated and loyal fans, without which none of this would be possible. For more information, visit www.LRMRmarketing.com

Fenway Sports Group
Susan Goodenow, 617-226-6428
sgoodenow@redsox.com
or
FSM
Keith Gainsboro, 857-234-1481
keith@elevatecom.com
or
LRMR
Keith Estabrook, 917-796-5163
keith@estabrookgroup.com