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LeBron changing agents, leaving CAA to be repped by friend

Sep 13, 2012, 2:35 AM EDT

LeBron James of the 2012 USA Basketball Getty Images

Once again, LeBron James is leaning on his childhood friends and moving away from long-time industry professionals to represent him. That hasn’t always led to the best decisions in the past but it is his pattern over the years.

LeBron is letting go of Leon Rose and the power of CAA (Creative Artists Agency) — and with that moving away from power broker William Wesley — to be represented by a new agency formed childhood friend Rich Paul. Liz Mullen of the Sports Business Journal broke the story.

It was CAA that helped bring LeBron, Chris Bosh and Dwyane Wade together in Miami (the agency represented all of them).

Paul has become an agent, basically starting Rose’s apprentice at CAA but he has learned a lot during the last four years and is leaving the agency to form his own. There is no bad blood, this is just LeBron going where he is more comfortable, according to Ira Winderman of the Sun-Sentinel. And there are not going to be dramatic changes for LeBron, really.

Paul’s first name is one of the initials in LRMR, the marketing firm LeBron formed with Maverick Carter and other friends several years back. (LeBron sold his marketing rights to Fenway Sports Group last year, a deal that in part gave him a piece of English soccer powerhouse Liverpool Football Club.)

LeBron has a lot of people who come at him off the court trying to get a piece of him and his pattern is to lean on the people he has known the longest, people he believes he can trust. Paul is one of them. Paul also is the agent for Michael Kidd-Gilchrist, Tristan Thompson, Eric Bledsoe and Jonny Flynn and some are expected to follow him to the new agency. Paul is a legitimate agent, not some fly by night guy.

This is not the first agent switch for James, who started in the league with Aaron Goodwin but moved to Rose two years into his NBA career.

What does it mean? In the short term not much, but it could be important down the line. Maybe. But probably not.

LeBron and the Heat aren’t breaking up the band for a couple years, if ever. So long as they are winning rings the core will stay together. About the only thing to watch — Paul will not collect any money on LeBron’s current contract, but if he opts out in 2014 Paul would collect on any new deal.

This might not mean much as and hammering out max contracts for LeBron is not the hard part of being an agent. And so long as the big three of the Heat agree to stay together (and maybe take a little less money to do so) contract negotiations with Miami are not going to be overly complex. It’s not like Paul has to go out and hustle up offers for LeBron. There are no financial negotiations.

But now LeBron is under different management than Bosh and Wade, both of whom are still with CAA. Read into that whatever you want.

LeBron is locked in for two more years in Miami, then his deal has a couple years of player options on it. Both Wade and Bosh have similar deals. Like I said, they are not looking to breakup the band, so those options may be meaningless. We’ll see.

It all could mean nothing, but it’s something to watch.

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