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Jay-Z, Beyonce', Lebron Party...and Partner On

Their party, billed as "Two Kings", was at first seen as merely THE ticket of All-Star Weekend, attracting Jesse Jackson, Mark Cuban, Kobe Bryant and Beyonce'. But SI reports it was something much more, the launch of a new venture between Lebron James and his BFFL, Jay-Z. It isn't about basketball, where he'll play in 2010, says Lebron. It's about moving from sponsorships to partnerships with the Fortune 500.