Report: LeBron James could be pursued by Amazon Prime for NBA coverage

LeBron James could partner with Amazon Prime when it comes to the network’s NBA coverage, per Front Office Sports’ Michael McCarthy. Like Tom Brady, Michael Jordan and others, he could be the latest living legend to cover the league he once dominated.

Of course, James has yet to retire and is expected to play at least one more season with the Los Angeles Lakers in 2025-26 before hanging it up. But there’s no end in sight, at least when it comes to James’ thinking on his future. His son Bronny James is on the team and his other son Bryce is an incoming freshman at Arizona, perhaps not too far from the NBA himself.

But, James could serve as an analyst for Amazon’s NBA coverage with the network getting in on live broadcasting rights with the new NBA media deal, along with Disney (ABC and ESPN) and NBC. Upon retirement, like Brady did with FOX, James could be coming to a television screen near you. Just at a desk or booth thought.

“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 Prime Video’s upcoming coverage of the NBA, sources tell Front Office Sports.”

Amazon Prime already made a slew of hires which could interest James. Former teammate Dwyane Wade will headline alongside Dirk Nowitzki and Candace Parker.

James took part in Prime Day commercials and advertisements, in partnership with his show The Shop. His production company SpringHill also collaborates with Amazon. However, Amazon Prime might not be the only network interested once his playing days are over.

“Prime, NBC, and ESPN would be ‘compelled’ to talk to James, say my sources,” McCarthy wrote. He then quoted a source. 

“That’s a meeting you have to take just to see what he wants to do,” said one source to McCarthy. ESPN might have to navigate James’ non-existent relationship with headliner Stephen A. Smith, should the four-letter-network pursue one of the greatest players of all-time.

“But ESPN might have the toughest recruitment given the bad blood between James and Smith,” McCarthy wrote. “(He) physically confronted Smith in March over comments about his son Bronny. Smith told Rolling Stone there’s still hard-feelings: ‘I don’t like him, and he don’t like me.’”

Playing time might be short for James if he’s going to consider TV. He already doubted he’d play in the 2028 Olympics, held right in Los Angeles. If that’s the case, Amazon Prime, or another network, could be a couple of years away.