So there's that at play where you're balancing the risk. "We know he's connected to Liverpool and the wider network that he operates in. "I think that there's the risk. but there was also the risk of losing him and losing the asset and losing the brand association and the value that somebody like LeBron James brings with the Lakers and everything else he's got going on in his personal life as well," he said. With James approaching 40 by the end of the two-year deal and with a history of injuries, there appears to be significant risk in the investment for the Lakers, but Plumley thinks it will be worth taking if it produces a championship or two. But I think it's the case across the board now for a lot of professional teams." ![]() "It's absolutely the case with LeBron James. "But the other side of it is what do they bring from a commercial side of things and what's the brand association, and what's the fit like, and how can the club or team leverage some of that against the superstars that they've got? "Of course, it's about first and foremost what they can do on the court, on the pitch, it's absolutely still about that. "Every team's looking at how they can use their superstars across respective sports. "I think that's now more the case than ever in every professional sport," said Plumley, who is principal lecturer in sport finance at Sheffield Hallam University. ![]() Speaking to Stats Perform, Plumley admitted he is surprised by the short-term nature of the deal not usually seen in US sports, but understands the brand of the athlete is often as important as the ability. Despite his increasing years, James is still one of the top performers in the NBA, averaging 30.3 points per game in the 2021-22 season.
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