LeBron James Launches New Reality TV Show Cleveland Hustles

Alec Nathan@@AlecBNathanFeatured ColumnistJanuary 14, 2016

IMAGE DISTRIBUTED FOR STARZ ENTERTAINMENT - LeBron James, right, and Maverick Carter participate in a Q and A after the premiere of the STARZ original series
Associated Press

LeBron James' foray into the business world continued Thursday when CNBC announced a partnership with the Cleveland Cavaliers superstar and his business partner, Maverick Carter, that will bring a reality television show to the cable network. 

The program, Cleveland Hustles, will focus on James and Carter as they "give four aspiring local entrepreneurs the chance to realize their own dreams while also helping to revitalize a neighborhood in Cleveland," according to CNBC's press release.   

CNBC's release also indicated James and Carter "will enlist the aid of four trusted business experts and associates, who will in turn invest in and mentor fledgling entrepreneurs who need a little jump-start. In success, these four businesses will provide jobs and services for neighborhoods that desperately need investment."

James' television pact comes on the heels of an agreement the four-time NBA MVP signed with Warner Bros. last July. According to ESPN.com's Darren Rovell, the partnership between Warner Bros. and the James-backed SpringHill Entertainment has its sights set on projects in film, television and original digital programming.

The Trainwreck co-star has also served as a producer on the Starz series Survivor's Remorse, which was renewed for a third season last September, according to the Hollywood Reporter's Michael O'Connell.  

More recently, James made waves when he signed a lifetime contract with Nike worth "significantly more" than $500 million, per USA Today's Sam Amick

Based on the tremendous breadth of industries James is invested in, it won't be surprising to see his business ventures expand in innovative ways over the next few years as his brand continues to grow. 


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