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Apr 16 2012

NBA All-Star LeBron James Partners with SapientNitro to Expand Digital and Social Media Platforms


BOSTON and AKRON, OH – April 17, 2012 – LeBron James and SapientNitro, part of Sapient (NASDAQ: SAPE), announced a partnership today that will further develop and expand the NBA All-Star’s digital and social media platforms. The deal unites one of the most recognizable and social media-friendly athletes in the world with a leading marketing and technology services powerhouse, to further innovate James’ digital properties and boost his ability to engage with fans.  

As part of the partnership with LRMR, management agent for James, SapientNitro will use innovative website design and social media integration to allow fans and brands to connect with LeBron and his community, creating unprecedented access to a world-class athlete and sparking conversation about topics ranging from basketball to community giving. A key component of the collaboration will be the re-launch of as an ultimate fan destination.

“I’m blessed with the best fans on the planet and love engaging with them directly,” said James. “Every day new technologies come out that allow me to take that fan connection to another level. In SapientNitro, I found a partner that has the brand thinking, creative ideas, digital expertise, and global delivery scale to support my expanding ambitions.”

James is one of the most recognized and digitally engaged athletes in the world. The NBA superstar and entrepreneur has nearly 10 million Facebook fans and over four million Twitter followers globally. Driven by a strong desire to connect with his fans, James is a pioneer in using technology and social media. He was one of the first athletes to create a fully interactive website,, which includes behind-the-scenes video, information on active living, and a “Young Ballers” section that features hard working athletes making a name for themselves in the world of youth sports.

“LeBron was one of the first sports stars to understand the power of digital and social media to create two-way dialogue with his fans,” said Bill Kanarick, chief marketing officer at Sapient. “We look forward to working with LeBron and his team to further build community and fan engagement in innovative ways.”

Maverick Carter, chief executive officer of LRMR, added, “Sports marketing and fan engagement are being completely transformed through social and digital media. We are proud of how and our digital strategies have contributed to this transformation. We are excited to partner with SapientNitro to take it to the next level.”

SapientNitro services will include brand strategy, communications planning, website design and social media integration. The duration of the LRMR-SapientNitro contract is one year, with the option to extend.

About LRMR Management Company
LRMR creates successful partnerships between iconic athletes, performers and brands, leveraging relationships and consumer insight to implement innovative and impactful marketing initiatives. LeBron James is one of the owners of the company, and LRMR works closely with his brand partners to develop meaningful sponsorship/endorsement programs. LeBron and LRMR are completely focused on one primary, overarching goal: Success…winning…in basketball and in business. And while achieving that goal, be the best you can be, raise your teammates and partners to the highest level and never forget about the dedicated and loyal fans, without which none of this would be possible.

About SapientNitro
SapientNitroSM, part of Sapient®, is an integrated marketing and technology services firm. We create and engineer highly relevant experiences that accelerate business growth and fuel brand advocacy for our clients. By combining multi-channel marketing, multi-channel commerce, and the technology that binds them, we influence customer behavior across the spectrum of content, communication and commerce channels, resulting in deeper, more meaningful relationships between customers and brands. SapientNitro services global leaders such as Chrysler, Citi, The Coca-Cola Company, Singapore Airlines, Target and Vodafone through our operations in North America, Europe, and Asia-Pacific.

Forrester Research cited SapientNitro as a leader among global commerce service providers in its most recent, Global Commerce Services Provider Wave, Mobile Marketing Strategy And Execution Wave,The Convergence of IT and Marketing Services Report and The European Interactive Agencies WaveTM Reports. In 2011, the firm was also named OMMA’s Silver Agency of the Year and an Ad Age A-List Stand-Out Agency. For more information, visit or follow us on Twitter @sapientnitro.

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Sapient is a registered service mark of Sapient Corporation.

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