Why LeBron James Chose Pepsi

LeBron James recently joined PepsiCo after an 18-year endorsement deal with Coca-Cola. James will join a growing team of NBA and WNBA stars pitching the rebranded “MTN DEW”. LeBron is set to be the new face of Mountain Dew’s Rise Energy line of beverages, but we couldn’t help but wonder, why make a change after 18 years? Using Zoomph’s audience affinity tool, we found that King James’ followers are 50% more likely to have an affinity for Mountain Dew than Sprite.

Once we started, we couldn’t just stop at beverages, so we dove into other industries in LeBron’s portfolio. There are quite a few opportunities for growth between his partnerships and following’s affinities. In the consumer electronics sector, LeBron is currently in a deal with Beats, which seemingly makes sense as it ranks second amongst his audience.

The other interesting industry amongst LeBron’s endorsements would have to be insurance. LeBron is currently in a contract with State Farm, however, Liberty Mutual tops his followers’ lists.
Check out our full dive into King James’ social audience below: