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Liverpool owners FSG strike new deal to boost LeBron James partnership

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Liverpool owners Fenway Sports Group have joined forces with Nike and RedBird Capital Partners to take a stake in basketball superstar LeBron James' SpringHill Entertainment Company business.

The entertainment business that was founded by Liverpool fan James and his business partner Maverick Carter, is valued at around £529m ($725m) and consolidates the business interests of James and Carter through SpringHill Entertainment, Uninterrupted, and the Robot Co marketing agency, into one.

His lifetime deal with Nike, and the fact that Liverpool have a multi-year agreement with the US sportswear giant, has served to strengthen the ties between James, the US brand, Liverpool and RedBird, hinting at a longer term strategy at play to try and continue the growth of their business interests.

He has previously hinted at team ownership at some stage in the future.

READ MORE: Liverpool greats say farewell at Roger Hunt funeral as Anfield tribute urged James and Carter, who became FSG partners as a result of the reshuffling that took place after the RedBird investment into FSG in March, will retain a controlling stake.

FSG are understood to have taken a 'significant stake' in the business and have been joined by Liverpool kit suppliers Nike and Epic Games in the investment into the business.

One of the key objectives from the deal will see SpringHill collaborate with FSG on "original content in and around the sports, teams, and venues associated with FSG," which also includes the Boston Red Sox and NASCAR team Roush Fenway Racing.
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