McDonald's has signed LeBron James of the Cleveland Cavaliers to a multi-year deal that includes promotional and fundraising efforts.
James' first McDonald's ad will launch during the pre-kick of Super Bowl XLIV in Miami with a remake of the iconic 1993 Super Bowl commercial "The Showdown." That commercial featured NBA icons Larry Bird and Michael Jordan challenging each other to increasingly impossible shots over a Big Mac, many of them ending with Jordan's challenge of "nothin' but net."
McDonald's gave a hint about the commercial in a Jan. 6 tweet, saying it had just filmed a Super Bowl commercial with James, Bird — now president of the Indiana Pacers — and Dwight Howard of the Orlando Magic.
According to Cleveland.com, Howard recently signed a three-year $3 million annual partnership with McDonald's.
Although financial details of the contract were not disclosed, James' agreement also includes support of several McDonald's programs and promotions, as well as McDonald's charity of choice, Ronald McDonald House Charities. In March, James will support the 2010 McDonald's All American High School Basketball Games in Columbus, Ohio. Proceeds from the event will benefit the Ronald McDonald House Charities of Central Ohio. In 2003, James earned McDonald's All American Game MVP and Player-of-the-Year honors.
"LeBron is an all-star, both on the court and in the community," said Neil Golden, McDonald's USA chief marketing officer. "We're looking forward to working with LeBron to showcase our brand in surprising ways while also raising awareness of and support for Ronald McDonald House Charities."
