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LeBron James link-up is an important move for FSG as Liverpool look to 'super-size' future

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Fenway Sports Group (FSG) are at a crucial juncture right now, and LeBron James is involved in the process.

James' involvement in FSG and Liverpool isn't simply for optics and to sprinkle a little bit of famous magic, it is a link-up with a serious businessman who has major plans to grow his own business into one of the very biggest, and FSG and Liverpool have hitched their wagon for the ride.

Part of the reshuffle that occurred when RedBird took an 11 per cent stake in FSG saw basketball icon and Reds fan LeBron James convert his two per cent stake in Liverpool into one per cent of FSG, along with his business partners Maverick Carter and Paul Wachter.

The Liverpool owners, who like every business have had to cope with the ramifications of a pandemic on their bottom line, are planning for a future where they crave more success for the Reds and their other sporting entities such as the Boston Red Sox.

Last week FSG became second investors, behind RedBird and along with Liverpool kit suppliers Nike, into James' $725m valued business SpringHill Entertainment.

That is the belief of RedBird, FSG and SpringHill, and the link-up with James is seen as being key to helping drive that forward for Liverpool and the Red Sox.

However, they are doing so at a time when their business model appears threatened by the arrival of yet more sovereign wealth on the scene.
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