Maverick Carter Joins Live Nation Board

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Maverick Carter

Maverick, longtime business manager of LeBron James, is "at the forefront of talent, sports and media and brings exceptional experience and insight."

Maverick Carter has been elected to the board of directors of Live Nation Entertainment, the events promoter and talent group.

Carter, the longtime business manager of LeBron James, is CEO of the companies he co-founded with the NBA star: SpringHill Entertainment, Uninterrupted and The Robot Company. Carter is credited with guiding James' career as it continues to expand off the court to entertainment, content creation and marketing and business development. 

"This is an exciting opportunity for me because I've long admired Live Nation's industry-changing work and their talent-first approach to business," said Carter on Thursday. He joins Jimmy Iovine, Ari Emanuel and Dana Walden on the board. "They're not afraid to think differently about the possibilities for their talent, and I look forward to helping them explore new ways to help talent build out their businesses," he added.

SpringHill Entertainment develops content for digital, documentary and feature films and television. Carter serves as executive producer on a growing list of projects that includes NBC game show The Wall, Starz docuseries Warriors of Liberty City and Best Shot for YouTube Premium.

Uninterrupted is an award-winning athlete empowerment company that gives athletes a multimedia platform to amplify their stories and connect with fans. And The Robot Company is an integrated marketing agency. Carter was also instrumental in securing James' $1 billion lifetime deal with Nike.

"Maverick is at the forefront of talent, sports and media and brings exceptional experience and insight to our esteemed board," said Greg Maffei, chairman of the Live Nation Board of Directors, in a statement.

Michael Rapino, president and CEO of Live Nation Entertainment added: "Maverick's talent-centric view, brand instincts and ability to innovate make him an incredible asset and resource to Live Nation as we continue to create new ways to partner with artists and expand our business."

LRMR Ventures, which Carter helped build, oversees all of James' and Carter's current investments and business assets.