The author reflects on changes in the sports sponsorship world. He points out the relevance of an orientation toward new media and the concept of doing things differently for sponsorship. He describes the case of basketball star LeBron James who revealed a secret pact with fellow superstars Dwayne Wade and Chris Bosh to play together for the Miami Heat team. According to the author, James' decision led to a shift in the perceived balance of power from the team owners to the player. He notes the importance of a sponsorship alliance for researchers.