Mixed Signals from Semafor Media Maverick Carter on building the future of sports media
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Apr 27, 2026 
Maverick Carter, sports media entrepreneur and LeBron James’ longtime business partner, talks scaling SpringHill into a global content and live-production force. He discusses rethinking fan engagement, the NBA’s attention economy and adding stakes to games. He also outlines Project B’s vision for a true global basketball league and what the Fullwell–SpringHill merger brings to sports storytelling.
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Athletes Can Own Their Content Ecosystem
- Athlete-led media lets superstar athletes like LeBron James control content creation and distribution directly.
- Maverick Carter says Fullwell already builds daily creative production and can launch shows anywhere because distribution is ubiquitous.
Be Authentic When Athletes Appear On Camera
- Stay authentic on camera and discuss what you know while being curious about what you don't.
- Carter says his on-screen work succeeded when he and LeBron were themselves, even though he preferred running the company.
NBA Needs To Hold Attention Not Fix Distribution
- The NBA's core challenge is holding attention, not distribution.
- Carter argues adding stakes (like play-ins) attracts viewers and players because attention equals value in the modern attention economy.