View from Pluto
RUNNING AN EMPIRE James' friends will have their hands full when they take over as new representatives
By Terry Pluto
I have no idea why LeBron James fired his veteran agent Aaron Goodwin and seems ready to replace him with a group of friends headed by Maverick Carter. I know NBA rules dictate a player must wait at least 15 days before discussing his new representation, which is why James and his new agents have been quiet so far.
• I don't know the inside deals between the Cavaliers' star and Goodwin, but from the outside, Goodwin appeared to give James very good advice about how to shape a solid public image.
• I do know that everything from endorsing products to rehabilitating the recreation centers in Akron has been a plus for James. I also know James has avoided giving interviews to sleazy magazines or doing things that would bring embarrassment to him and make his fans cringe.
• I don't know if changing agents will have the slightest impact upon James' decision to stay when his contract ends in three years. I do know the major factor will be the state of the Cavaliers. Do they have a strong coach? Are they headed in the right direction?
• I do know that the first two years with the Cavaliers have passed with barely a bump in the road in terms of James' public relations image. I also know James has piled up $135 million in endorsement deals during Goodwin's watch, unprecedented for an athlete just turning pro. It makes him the fourth wealthiest athlete in the world -- behind Tiger Woods, Formula One driver Michael Schumacher and soccer star David Beckham.
• I do know that Goodwin must have had something to do with this, and I know James has been smart enough to take solid advice.
• I do know that Carter and the others who plan to handle James' affairs love the Cavaliers star and want to bring more success. There's no reason to question their loyalty to James or their motives.
• I don't know if they are ready for this because James is an empire. He's a brand name that has been carefully nurtured. I know that every agent had to start somewhere, and Carter & Co. will be starting on top with James.
• I do know some might say James doesn't need an experienced agent. His next contract will be for the NBA maximum. The rules are set up so there is really no room to negotiate. Here's the contract with the biggest dollars we can offer, just sign it.
• I do know agents do more than negotiate contracts, especially for someone such as James. A good agent is a mediator between the player and the team. He can tell the team that the player is upset with something, then work with the team to solve the problem without the player needing to complain publicly.
• I don't know if the new agents can handle this, but they'll have to learn. They'll also have to hire some sound legal advice because no one in James' inner circle has a law degree.
• I don't know if Def Jam records is involved in this, as rumored, and what that might mean.
• I do know that it's very hard to be an agent and a friend. An agent/client relationship is a business relationship. When Carter takes full control, the dynamics with James will change. Not immediately, but eventually. Their relationship will have to be redefined.
• I know that friends say Carter is willing to tell James things the Cavaliers star might not want to hear and that he's done it already. I hope that's true because that's also part of being a good agent -- sometimes delivering bad news and telling the star, ``You're wrong about this.''
• I do know that James enjoys playing in Cleveland. I know that Dan Gilbert has invested $375 million in the Cavaliers, primarily because of James. I know the Cavaliers team. I know no one feels more pressure to keep James here than Gilbert and that Gilbert was building a relationship with Carter long before James changed agents.
• I know James can't go anywhere for three more years. The Cavaliers can't even offer a contract until the summer of 2006, and if he does turn it down -- he'll be walking away from something like $85 million over six years. I know that's a lot of money to leave on the table, even if you're LeBron James. So I'm not ready to panic -- at least, not yet.
