LeBron James Raises $ 100 Million to Grow Media Company

Supported in particular by Elisabeth Murdoch and Serena Williams, the athlete wants to give a voice to creators from minorities through films, series and television shows.

While most athletic competitions have come to a halt due to the coronavirus outbreak, some athletes don’t have time to be bored. According to, LeBron James, the basketball legend, is growing his media project. He just raised $ 100 million for SpringHill, which he co-founded in March with his old friend and businessman Maverick Carter. The main objective of its content production, creation and distribution company is to promote diversity in the media world. , the new company describes itself as “a media company with a straightforward agenda – a producer and distributor of all kinds of content, which will give a voice to creators and consumers who have been overlooked, ignored or disadvantaged».

«I’ve always wanted to use basketball to empower those around me. Now, I’m incredibly excited to build a business that empowers both creators and consumers. SpringHill Society is the very definition of empowerment. You see it in the stories we tell, the community our work will serve, and the team we have built.“, Explained the star of the Lakers in a press release. The company would indeed include 64% African-Americans and 40% women for a hundred employees.

Contracts with Disney and Netflix

Concretely, SpringHill brings together Robot Co, LeBron James’ marketing agency and two entertainment companies: Uninterrupted and SpringHill Entertainment. The first product in particular The Shop: Uninterrupted, a talk show broadcast on HBO, or Kneading Dough, a program carried out in partnership with the JPMorgan bank, in which athletes talk about money to promote education in the field of finance. The second is at the origin of The Wall, a game show on NBC, and the sequel to the cult film Space Jam, whose theatrical release is expected next year.

Just a few months after its launch, SpringHill has already signed a contract with Disney and is working with Netflix on a basketball film, which will be starred by. Among the company’s investors, we find some prestigious names, such as Elisabeth Murdoch, heiress of the Empire News Corp, the tennis player Serena Williams, Scott Minerd, the investment director of Guggenheim Partners or the investment banker Paul Watcher.

The example of Colin Kaepernick

LeBron James is not the only athlete to have joined the media world to promote inclusion of people from minorities. A few days ago, the American football player, particularly publicized for having kneeled several times during the national anthem to protest against police violence against black people, announced his integration into the board of directors of the Medium platform. He will now collaborate with the online medium, which attracts nearly 170 million monthly readers, to cover topics related to race and civil rights in the United States.