LeBron James’ interest in streaming has led to a bidding war between Twitch and Kick

A 19-word tweet from LeBron James has triggered a bidding war between two streaming platforms. The NBA star known as King James announced his intention to begin broadcasting video games, and both Twitch and Kick are hoping to bring him to their respective platforms.

James is a fan of the Madden NFL franchise. He played the popular football sim to kick off 2023, and he finished out the year by suggesting that Madden could be a key part of his post-playing career. On X, he asked his followers which platform he should use if he decides to bring his Madden gameplay to the masses.

The replies to LeBron’s tweet include some suggestions from Kick and Twitch execs. Tyler Niknam, the streamer known as Trainwreck, wants King James to join him on the platform he launched alongside the gambling company Stake.com. Other streamers stumping for Kick include the controversial personality Adin Ross, who promised to secure “the bag” for James if the future Hall-of-Famer were to take his talents to Kick.

The decision-makers at Kick appear to be aligned with Ross. Head of Strategic Partnerships Andrew Santamaria, who has spearheaded the growth of Kick’s creator community, seems ready to put in the work to bring LeBron on board.

Meanwhile, Twitch’s top exec is appealing to James’ business sense. The first NBA billionaire is known for his financial acuity, and Twitch CEO Dan Clancy believes that James can best engage with his fans on the Amazon-owned hub. “I am a bit biased given that I run Twitch but Twitch is the best platform for engaging with your fans,” Clancy said in a response to James’ tweet. “You also could consider streaming on Twitch and YouTube at the same time.”

Even as amateur athletes take advantage of NIL opportunities, their professional counterparts remain relevant in the creator economy. MMA fighter Max Holloway, a recent Kick signee, authored one of the replies to James’ tweet.

For many athletes, digital content is a rapidly shifting enterprise. In 2020, James’ buddy Kevin Durant turned his personal YouTube channel into a hub for Boardroom, the venture he launched alongside his agent and business partner Rich Kleiman. LeBron’s previous web ventures have included multiple partnerships with YouTube.With a presence on either Twitch or Kick, he could connect with the rising generation of basketball influencers. Move over, 2010 free agency: This decision could LeBron’s biggest choice yet.