October 8, 2009
"More Than a Game," a new documentary about the rise of basketball
player LeBron James, has benefited from the halo effect of one of the
world's biggest sports stars. His corporate sponsors, including
Coca-Cola and State Farm Insurance, are marketing the movie. The
soundtrack, featuring his friend Jay-Z and other major acts, has
spawned a hit song, "Forever," and Mr. James has plugged the movie at
basketball clinics organized by Nike.
Click online.wsj.com for the whole story.
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