Live Nation has elected LeBron James’ long-time business manager Maverick Carter to its board of directors.

Carter is credited with guiding the NBA star’s off-court career, which includes entertainment, content creation, and marketing and business development through the companies they co-founded – SpringHill Entertainment, UNINTERRUPTED, and The Robot Company.

Carter is currently serving as the chief executive of each of the ventures.

“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 Live Nation.

Michael Rapino, president and chief executive, Live Nation Entertainment, said: “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.”

Carter added: “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.

“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.”

Image: Live Nation