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Teen phenom hits bump on road to fame
James, nicknamed "King James,[link widoczny dla zalogowanych]," will soon be a multimillionaire,[link widoczny dla zalogowanych], able to afford several thousand of the jerseys in question. He becomes eligible to sign a shoe endorsement deal on March 23, the day after what would have been the last possible game of his high school career. That contract may be worth as much as $25 million. Then the NBA riches will follow.
For now, though, bylaws prevent students from "capitalizing on (their) athletic fame by receiving money or gifts of monetary value," specifically forbidding them from getting anything valued at more than $100.
Yet throughout his senior year, James' presence has made money for countless people,[link widoczny dla zalogowanych], organizations and institutions, all capitalizing on his status as the best high school player in the nation and an almost-sure NBA star. His breathtaking ability and a ravenous media environment turned the 18- year-old into a virtual ATM machine with legs, a marketing opportunity that even would envy.
His own school, Akron's -St. Mary's,[link widoczny dla zalogowanych], has led the pack. They scheduled games across the country and received large appearance fees for their trouble. They moved home games from the school gym to the arena and charged as much as $25 a ticket. They even put selected games on local pay-per-view at $7.95 each.
The school is even taking orders on its Web site for replica jerseys of its own -- featuring the team's seniors, of course -- at $90 each.
Those would be the jerseys seen on national TV twice in the past two months,
the first time on ESPN2 in December, when the network drew its best rating in two years from viewers lusting for a glimpse of the 6-foot-8 youngster with a blend of shooting, leaping and passing ability that has made pro scouts drool for three years.
ESPN2 televised another game early last month,[link widoczny dla zalogowanych], against Mater Dei High of Santa Ana (Orange County), which sold out famed Pauley Pavilion on UCLA's campus and for which St. Vincent-St. Mary reportedly received a $15,000 appearance fee, first-class airfare and limousine service.
Even before any of that, James was featured on the covers of and , touted as sport's next transcendent star.
The ruling will be little more than a speed bump on James' way to the pros,[link widoczny dla zalogowanych], although he cannot join the NBA immediately because of league rules stating that a player's high school class must graduate before he can enter the draft. Despite being a solid student, by all accounts, who would have no problem meeting college entrance requirements, James said more than a year ago that he would go directly to the NBA. Friday's decision and previous incidents involving gifts and benefits would likely have made him ineligible by
Still, the attention paid to him up to this point has been unprecedented for an athlete in a team sport. Previously,[link widoczny dla zalogowanych], the only athletes his age to spur this much hype were in individual sports -- tennis, golf, figure skating and other Olympic sports -- where global fame and riches, for better or worse,[link widoczny dla zalogowanych], have been taken for granted. The winners of last week's Australian Open tennis championships, for example,[link widoczny dla zalogowanych], were and , both of whom were wealthy professionals traveling the world by the time they were James' age.
Yet when James took the two jerseys -- worth $845 combined and given,[link widoczny dla zalogowanych], reportedly,[link widoczny dla zalogowanych], in exchange for his picture being displayed in the store -- he tossed away his last five regular-season high school games and the state tournament, of which St. Vincent-St. Mary's,[link widoczny dla zalogowanych], undefeated and ranked No. 1 in the country by most polls,[link widoczny dla zalogowanych], would have been the favorite.
Accepting the jerseys was "a direct violation" of the state's policy,[link widoczny dla zalogowanych], said commissioner , who added that he only wanted to be fair to athletes at all schools in the state. "LeBron is being treated like any one of the thousands of student athletes in Ohio,[link widoczny dla zalogowanych]," Muscaro told news services Friday.
The ineligibility ruling might have been the only time James was treated like any other student this year. More irony: Although it was against high school rules, the manager of the clothing store,[link widoczny dla zalogowanych], , felt justified in giving James the jerseys. "We get celebrities in here all the time,[link widoczny dla zalogowanych]," Craig was quoted as saying earlier in the week. "They spend a lot of money, and sometimes you just got to give them some love."
As a high school athlete under amateur rules,[link widoczny dla zalogowanych], James was entitled to little more than love despite the ever-growing clutch of people cashing in on him. Just last Monday, the OHSAA had decided not to punish him for a birthday present his mother gave him -- a Hummer H2, decked out with three video screens,[link widoczny dla zalogowanych], valued at $50,000. Despite the poor conditions under which James was raised by his single mother, Gloria,[link widoczny dla zalogowanych], it was decided that the loan she received to buy the car was aboveboard.
Gloria James and other family members, friends and so-called "advisers" have come under increased scrutiny this past year as James' fame has spread. Reportedly no fewer than 10 people are in James' inner circle. None of them apparently convinced him, or attempted to convince him, that taking any questionable gifts before his senior season had ended would put him at risk of losing his eligibility.
Thus, pending his appeal, the next official basketball game James plays will be in the NBA. At least then he'll be sharing in the riches that others have been enjoying along the way.
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