LeBron James Could Join Amazon Prime Video’s NBA Coverage

LeBron James’ legendary basketball career is drawing to a close, and the sports world is excited about what’s ahead for the four-time NBA champion. While James has no shortage of off-court ventures, from Hollywood productions to business investments, broadcasting may very well be the next chapter of the King. Front Office Sports suggests that Amazon Prime Video may have led the race.

According to Michael McCarthy of Front Office Sports, the growing business ties between LeBron and Amazon could lead to James joining the streamer’s NBA coverage once he retires. The timing might be perfect with Amazon set to debut its NBA broadcasts soon.

“Where there’s smoke, there’s fire between LeBron James and Amazon,” McCarthy wrote. “The growing business relationship between the basketball superstar and the nation’s largest retailer could lead to King James eventually joining PrimVideo’s upcoming NB coverage.”

There will be “huge” interest in LeBron James among NBA’s media partners when Chosen One retires, predicts TV agent @alex_flanagan.

“I think LeBron has shown a much larger interest than Tom Brady did in the media from an early point in his career.”https://t.co/nvrc9SXSAA

— Michael McCarthy (@MMcCarthyREV) June 20, 2025

James, who is 40 years old, has recently participated in the speculation by starring in an amusing “What’s Next?’ commercial for Amazon’s Prime Day 2025. In the ad aired from July 8th to 11th, James teased retirement and playfully explored life after basketball. He crooned PhiCollins’ ‘In the Air Tonight’ as a lounge singer in a spoof that drew widespread attention. McCarthy stated that James was instrumental in the production process, aiding in brainstorming ideas and selecting music. It was not just a commercial—it provided a glimpse of what could come next.

James and Amazon have already established a strong partnership. The retail giant sells products from their ‘ThShop’ grooming line and promotes their SpringHill production company projects. Amazon acquired Wondery, and they host Mind the Game, a podcast James co-hosts with fellow NBA legend Steve Nash.

The relationship is multifaceted and growing. James may have a $52.2 million player option for the 2025 NBA season, but his recent actions and statements suggest he’s interested in life beyond the basketball court. Should he retire this offseason or next, all major NBA broadcast partners, Amazon, NBC, and ESPN, are expected to pursue him aggressively. “That’s a meeting you have to take just to see what he wants to do,” one anonymous executive told Front Office Sports.

If James steps into broadcasting, he could command a payday that rivals or exceeds his on-court earnings. Athlete-turned-analyst contracts became a new standard after Tom Brady signed a 10-year, $375 million deal with FOX Sports. The ceiling could be even higher for LeBron, a global icon with media savvy and basketball IQ. LeBroJames’s transition into a media role is becoming increasingly probable, whether in the studio, behind the mic, or as a member of Amazon’s new broadcast team. After two decades of dominating the NBA, the King appears to be setting his sights on a new legacy that could shape how the game is covered, just as he helped redefine how the game is played.