LeBron will turn 41 on December 30 and his retirement, despite having shown this last season that he is still at a very high level, is getting closer and closer. That is why he is already studying projects to dedicate himself to when that day comes. And one of the ones he is most excited about is to join Amazon, the American multinational known for its e-commerce platform, to be part of its media coverage of the NBA, according to the latest information from Front Office Sports.
The growing business relationship between the US’ most powerful online retailer and ‘King’ James, the multinational’s global ambassador since 2025, could finally lead one of the greatest legends in basketball history to join Prime Video’s upcoming NBA coverage, sources told Front Office Sports.
NBA and Amazon sign 11-year deal
After years of collaboration with Turner Sports, the NBA recently signed an 11-year broadcast rights deal with Amazon, which will offer high-quality highlights, original content and studio shows on the platform. Amazon’s team is made up of renowned NBA journalists such as Taylor Rooks, Dwyane Wade, Candace Parker and Dirk Nowitzki.
Although there is nothing officially in the works between LeBron and Amazon, the player is already working with them on the podcast ‘Mind the Game’ created by James and Steve Nash for the company Wondery, which was acquired by Amazon Music in 2020 for $300 million. And his production company, ‘SpringHill’, also frequently collaborates with Amazon.
Star of the latest Amazon ad
The latest demonstration of the powerful alliance between them has been LeBron’s participation as the main actor in the multinational’s advertisement presenting its new discount campaign. In it, the player is seen during a crowded press conference consulting Amazon’s website and imagining himself as a chef, barber, boy scout… when seeing its products. The slogan of the spot, ‘What’s next?’, could have a double meaning in this case.
Very critical of ESPN
The Los Angeles Lakers star likes the direction Amazon is heading, and is much more likely to join them than a media empire like ESPN. James has already spoken out against the media giant, criticizing its “negative” and dramatic coverage of the NBA. He condemns its modern discourse on the NBA and wants to set a new precedent on how we talk about the sport.
I think Amazon Prime is going to do a great job showcasing our sport, they love the talent. Great intellect, great insight and great commentary, I’m looking forward to it
“I think Amazon Prime Video is going to do a great job showcasing our sport; they love talent,” James said of the new deal between the NBA and Amazon, a company of which he has been a global ambassador since April 2025. “Great intellect, great commentary, great insight; I’m looking forward to it. And like I said, the guys that have joined are going to do great things.”
With Amazon, James can do that and more, but it remains to be seen when his career will end. After the support of his children, James has been inspired to play longer, and it could be years before he is ready to retire. When he does, he will not be short of proposals. But with years of experience and unparalleled knowledge of the game, he would be the perfect analyst and could extend his reign to the world of TV.
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