Contract Negotiation Endorsements Entertainment Sports Business

Maverick Carter: From Humble Beginnings To Hollywood Influencer

Maverick Carter is a kid from Akron who “knows what he knows”. Now that may seem like downplaying his success but for Carter, it acts as a reminder to remain humble. In a Wall Street Journal tracking piece by Alex Bhattacharji, we get a glimpse into the day-to-day hustle for one of the sports & entertainment industry’s top executives.

Nothing about the start of Carter’s day is that unusual, a quick workout and then it’s off to the office. After a staff meeting at the Uninterrupted offices, he can be seen meeting with NBA wing Nick Young, getting drinks with writer-director David E. Talbert, all before meeting HBO executive Richard Plepler after the premiere of the network’s limited series Sharp Objects. Hold on- If that seems sensationalized to fit the Hollywood mold of what the industry is like, Bhattacharji adds that:

“On a given day, Carter may meet with an AT&T executive in Cannes about a brand sponsorship, pitch the Uninterrupted talk show The Shop as a series for HBO or huddle with his SpringHill team about budgets for Madam C.J. Walker, a limited series for Netflix about the African-American beauty entrepreneur, starring Octavia Spencer”

Carter works as the acting CEO of a trio of companies within LRMR Ventures, a holding company consisting of LeBron James, Rich Paul, Maverick Carter, and Randy Mims. The first, is the aforementioned Uninterrupted, a multimedia platform that allows fans to get into the psyche of professional athletes. The second: SpringHill Entertainment, which produces TV shows, and documentaries like The Wall on NBC and Best Shot on YouTube TV, among others. The third: The Robot Company, an integrated marketing agency which secured a deal between LeBron and Fenway Sports Group for a minority stake in Liverpool FC.

Carter is praised for his negotiating prowess, most notably the record-breaking $1 billion – lifetime deal with Nike in 2015. However, it’s the mistakes that he finds drove his success. When LeBron decided to announce he was leaving Cleveland for Miami in 2010, Carter pushed to produce The Decision. A choice that polarized James in the public eye and cast him in the unfamiliar role of a villain. While James grew on the court with the help of coaches and trainers, what’s most notable is how he developed into a shrewd businessman and voice on social issues. Carter stressed focusing on building long-term value, a calculated approach that changed James’, and countless other athletes, mindsets on how to use your platform to best benefit your interest and help the community.

To read the full story: A Day in the Life of Maverick Carter.