Coke said that James would become the "Obey Your Thirst" spokesperson for Sprite. Previously, Bryant, who had a contract with the soft drink maker that was set to run until 2005, had been the star of the Obey Your Thirst ads. Coke has stopped showing the ads starring Bryant, but is yet to sever the contract and has denied that James's signing has anything to do with the Bryant situation.
Sprite's advertising is created by Ogilvy & Mather in New York, but Coke recently said that it was consulting four independent agencies -- Wieden & Kennedy in Portland; Modernista! in Boston; DiNoto in New York; and WongDoody in Seattle -- for ideas for the brand.
James, a rookie player with NBA team Cleveland Cavaliers, has signed a six-year deal with Coca-Cola to promote Sprite and Powerade. Jeff Dunn, president of Coca-Cola North America, said: "LeBron James has brought more excitement and anticipation to the game of basketball than any player in recent history, and we think he's just getting started."
Bryant had been seen as a safe bet by sponsors such as Nike and Coca-Cola. A huge star in the NBA, playing for the LA Lakers, Bryant is generally regarded as a family man, who has largely avoided the celebrity lifestyle.
Now a woman has alleged that she was raped by Bryant in a Colorado hotel room this June, while Bryant has stated that they had consensual sex. The case is set to go to trial, with the US media gearing up for the biggest legal event since OJ Simpson was acquitted of murdering his wife.
James's contract with the Coca-Cola Company will also see him sponsored by Powerade, which was relaunched in 2001 with added vitamins, and positioned by the company as an energy drink.
"I've been drinking Sprite and Powerade for a long time," James, who has been called the new Magic Johnson, said. "I have always admired the way Sprite and Powerade spoke to young people and athletes, and I can't wait to be a part of it."
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