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Report: LeBron may consider legal action against beer company for using likeness
by Chris Walder May 03, 7:45 PM
Ken Blaze-USA TODAY Sports / Action Images
Great Lakes Brewing - the Cleveland company behind the beer Cavaliers star LeBron James grabbed during Game 1 against the Toronto Raptors on Monday - is making the most of its free publicity.
But the brewery may have gone about it in a costly way.
James and his associates aren't happy about the company using his likeness to promote their Dortmunder Gold and may consider legal action, a source close to James told Cleveland.com's Joe Vardon.
The brewery used pictures of James holding the bottle in two tweets promoting the beer, though the tweets have since been deleted. As of Wednesday afternoon, the company's social media accounts don't feature any pictures of James except one retweet of a screengrab that shows him with the beer in hand.
"This is about the last thing I'm trying to worry about right now, my agent and my legal team will take care of it, but yeah, I know (Great Lakes) is trying to benefit off of me," James told Vardon. "And I heard they were the same company that made all those 'Quitness' beers, and now they're trying to benefit off me this way? Yeah, it's pretty funny."
"Quitness" was released at the Great Lakes Brewery brewpub after the announcement James was leaving the Cavaliers to sign with the Miami Heat in 2010. It was described as "a dry-hopped India pale ale that leaves a bitter aftertaste, perfectly describing the mood of Cleveland sports fans these days."
Advertising using The King's likeness in this manner would cost at least $2 million, sources close to James told Vardon.
Report: LeBron may consider legal action against beer company for using likeness
by Chris Walder May 03, 7:45 PM
Ken Blaze-USA TODAY Sports / Action Images
Great Lakes Brewing - the Cleveland company behind the beer Cavaliers star LeBron James grabbed during Game 1 against the Toronto Raptors on Monday - is making the most of its free publicity.
But the brewery may have gone about it in a costly way.
James and his associates aren't happy about the company using his likeness to promote their Dortmunder Gold and may consider legal action, a source close to James told Cleveland.com's Joe Vardon.
The brewery used pictures of James holding the bottle in two tweets promoting the beer, though the tweets have since been deleted. As of Wednesday afternoon, the company's social media accounts don't feature any pictures of James except one retweet of a screengrab that shows him with the beer in hand.
"This is about the last thing I'm trying to worry about right now, my agent and my legal team will take care of it, but yeah, I know (Great Lakes) is trying to benefit off of me," James told Vardon. "And I heard they were the same company that made all those 'Quitness' beers, and now they're trying to benefit off me this way? Yeah, it's pretty funny."
"Quitness" was released at the Great Lakes Brewery brewpub after the announcement James was leaving the Cavaliers to sign with the Miami Heat in 2010. It was described as "a dry-hopped India pale ale that leaves a bitter aftertaste, perfectly describing the mood of Cleveland sports fans these days."
Advertising using The King's likeness in this manner would cost at least $2 million, sources close to James told Vardon.
