LeBron James’ latest ‘decision’ has generated significant attention as it was revealed to be an advertisement for Hennessy, the cognac brand he has long partnered with. The news prompted a sharp increase in ticket prices for the Lakers’ final regular-season game, reflecting the high demand for tickets. The ad, which was teased as a potential ‘decision’ similar to his famous 2010 choice to join the Miami Heat, was released with great fanfare and included a special in-game promotion for Hennessy. This has raised questions about the influence of athlete endorsements on consumer behavior and the value of sports entertainment.