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Breaking Down 'The Decision'

Instead of building his brand, LeBron James's free agent announcement may have tarnished it

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July 12, 2010 | by Brendan Cosgrove

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EVANSTON, Ill. --- The fallout continues in the basketball and marketing worlds from "The Decision," the hour-long television special in which free agent star LeBron James announced his intentions to leave the Cleveland Cavilers for the Miami Heat. In this audio commentary, Irving Rein, professor of communication studies at Northwestern University and co-author of the book, "The Elusive Fan: Reinventing Sports in a Crowded Marketplace," talks about the implications of the broadcast on James's brand.

Topics: Opinion