Bubblicious deal reportedly worth $5 million

How sweets it is.

Less than two weeks after Denver Nuggets forward Carmelo Anthony announced the release of his caramel candy bar called The Melo Bar, his rookie rival LeBron James inked his own confectionary deal.

Following Sunday's win over the New York Knicks, James agreed to a deal with Cadbury Schweppes' Adams division to endorse the company's chewing gum brands, primarily Bubblicious. One source told ESPN.com that the four-year deal was worth $5 million.

Like his idol and numbersake Michael Jordan, James is an on-court gum chewer and he has previously proclaimed his love for his Bubblicious and Fruity Pebbles cereal.

"Our marketing with LeBron has always centered on being authentic with his true habits and feelings," said James' agent Eric Goodwin, noting that a deal with Kraft, maker of Fruity Pebbles, is in the works. "He's been loyal to Bubblicious for a long time."

With the deal, James is now approaching $140 million in endorsement deals. He has deals with Nike -- James made a rare appearance in his all black Air Zoom Generation shoes on Sunday -- Coca Cola, Upper Deck and Juice Batteries.

As part of the deal, James will be featured in the company's advertising, including television and print campaigns and the company will use James on product packaging for a soon-to-be-released special LeBron-inspired flavor. James could also be used to branch out into Cadbury's other non-chocolate brands, including Trident and Dentyne, and there is a possibility that James could be used to launch a sports gum.

It is believed to be the first major athlete endorsement deal for Bubblicious, which has previously sponsored NBA teams as well as and Little League Baseball.

Cadbury is banking on the fact that James' many fans, who have already purchased his Nike shoes and bought his basketball cards, would be more likely to buy the company's candy due to their association with the Rookie of the Year favorite.

"He has this charm, charisma and smile that is so appealing," said Cavaliers owner Gordon Gund. "Most importantly, he's very genuine -- who you see is who you get."

"I'd want a LeBron gum," said Zane Acord, a seven-year old who came to Cavaliers-Knicks game at Madison Square Garden in his James No. 23 jersey and his Air Zoom Generations.

"His personality seems to appeal to a lot of different markets," said teammate Carlos Boozer. "We've seen him on the cover of Forbes and we've seen him on the cover of Slam. But it always comes back to what he does on the court and he's definitely doing really well right now."

The last time gum received this much attention in the sports world was two years ago when Luis Gonzalez's spring training game-used Bazooka gum was sold for $10,000 to Curt Mueller, owner of Mueller Sports Medicine, which makes a sports gum called Quench.

Darren Rovell, who covers sports business for ESPN.com, can be reached at darren.rovell@espn3.com.