LeBron james’ “Second Decision” Revealed as Hennessy Partnership
LOS ANGELES,CA – LeBron James‘ highly anticipated declaration on Tuesday turned out to be a marketing collaboration with hennessy,a cognac brand,rather then a retirement or major career shift. the reveal followed a build-up of speculation that James, 40, might announce his retirement after the 2025-2026 NBA season.
James teased the announcement as “the second decision,” referencing his controversial 2010 announcement on ESPN where he declared he would leave the Cleveland Cavaliers to join the Miami Heat, stating, “I will take my talent to South Beach and play for the Miami Heat.” The advertisement mirrored the format of the 2010 announcement, with James responding to the same question – “Lebron, everyone wants to know where you will take your talents this year” – by stating, “It was tough. I have decided that this fall I will bring my talents to Hennessy.”
Hennessy, produced since 1765, has a long-standing connection with African-American culture and hip hop, appearing in hundreds of rap songs. This relationship made James, a prominent figure in the NBA, a fitting partner for the brand.
The announcement sparked a surge in ticket prices for Los Angeles Lakers games. ESPN reported that the minimum price for the Lakers’ final regular season home game on April 12, 2026, against the Utah Jazz, jumped from approximately 70 euros to nearly 500 euros following James’ initial teaser video on Monday.
James is entering his 23rd season with the Lakers, surpassing all previous players in longevity. He will also have the opportunity to play alongside his son, Bronny, this season.
