FSM is owned by Fenway Sports Group, which is headed by Red Sox owners John Henry and Tom Werner. FSG is the parent company of the Red Sox and Liverpool FC and a co-owner of Roush Fenway Racing.
"We're not interested in talent or athlete representation but we think he is one of the most remarkable athletes of his time," Werner told the Journal on Tuesday. "We believe we can open doors for LeBron and LeBron can open doors for us."
The partnership seems a peculiar one from a Boston perspective, as James is a renowned fan of the Red Sox's biggest rival, the New York Yankees, as well as a member of a team that is battling the Boston Celtics for the No. 2 playoff seed in the NBA's Eastern Conference.
"I am thrilled to be working with John Henry and Tom Werner," James said, according to a FSM news release. "These guys, like me, have a passion for sports. You can see the drive and commitment they have for their teams. For me, this is about being in business with an organization that loves sports as much as I do."
The Celtics and James' Heat are currently tied in the standings while jousting for the No. 2 seed in the Eastern Conference with five games remaining in the regular season. The two teams meet Sunday in Miami.