LeBron James in new premium tequila and mezcal venture

Sports icon and Los Angeles Laker LeBron James has become the latest star to join the agave spirits sector through an investment in Lobos 1707 Tequila and mezcal. The basketball star has invested in the company alongside his business partner and friend Maverick Carter. James and Carter are both part of Main Street Advisors’ (MSA) investment group, which co-led the investment in Lobos 1707, alongside Mezorio Spirits. Other investors so far include fellow basketball players Anthony Davis and Draymond Green, sports agent Rich Paul, and investment group Torch Capital.

Founded by Diego Osorio and CEO Dia Simms, who has previously worked with high profile brands such as Deleón Tequila and Cîroc Vodka, the product range includes an extra añejo, reposado, joven and mezcal artesanal. The brand, trademarked in Mexico and the U.S., is named after the Spanish word meaning “wolves” and dedicated to celebrating the strength of the pack. The premium spirit is inspired by a centuries old distillation process and creates a totally unique product in the expanding category.

“I knew the first time I tasted Lobos 1707 tequila that it was special. When I learned more about the brand story and leadership team, I knew I wanted to be a part of it,” says James in a written statement. “Lobos 1707 is about celebrating the strength of the group and bringing people together. It’s about shared passion and values. I love sipping tequila with my friends, and we want a brand that speaks to us.”

This is James’s first alcoholic beverage investment. The other beverage business venture he has is the endorsement deal he signed with Coca Cola in 2003 where he promotes Sprite and Powerade — both Coca-Cola products. Recently, James has made appearances in commercials for the new Sprite Winter Spiced Cranberry. The Coca Cola endorsement deal is worth approximately $12 – $15 million annually according to Sports Business Journal.