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.
- Jay-Z and LeBron bash highlights All-Star Weekend scene - Sam Alipur - ESPN
- Lebron's marketing wizardry knows no bounds - Arash Markazi - Sports Illustrated
- Jay-Z says goal of dinner/ party is to help corporate sponsors, celebrities share goals. - Shaheem Reid - MTV
- Jay-Z and LeBron James' "2 Kings" dinner - 7 Photos - MTV