Ticket prices for the last game of the Lakers season spiked after James’ initial teaser, jumping from an average of $250 to around $500 per seat.
WASHINGTON — LeBron James isn’t retiring. Let’s get that out of the way at the top.
The Los Angeles Lakers star whipped up a frenzy in the sports world Monday when he teased an announcement on social media.
The 40-year-old basketball star posted a cryptic message on his social media pages Monday, calling the announcement “The Second Decision.”
“The decision of all decisions. October 7th. 12pm EST,” James said in his post.
It drove speculation that James would be retiring, or at least announcing his plans for how he would exit the NBA as he prepares for his 23rd season with the league.
But James won’t be leaving the court just yet. Instead, he’s the face of a “limited edition” collaboration with liquor-maker Hennessy.
The liquor brand spoiled the surprise shortly before noon Tuesday, posting a video reminiscent of James’ famous “The Decision” moment. In a televised 2010 special, James announced to the world that he was leaving the Cleveland Cavaliers to join the Miami Heat.
Hennessy made the announcement about 90 minutes ahead of schedule. James’ training schedule for the day changed, the brand said, necessitating the change in release plans.
“In the fall, I’m gonna be taking my talents…..this is tough,” James says in the ad. “I’m going to be taking my talents to Hennessy VSOP.”
Hennessy announced that it would be releasing a limited edition orange bottle featuring James’ name on the label and his signature “crowning” gesture — a nod to his “King James” moniker. “Where the first moment marked a pivotal career move, this second decision celebrates a creative reunion and shared cultural legacy,” Hennessy said in the release announcing the move.
Ticket prices for the Lakers’ final regular season game in April soared on Monday on secondary markets, with fans willing to spend big money just in case James does decide that this season is his last.
Tickets jumped from an average of $250 to $500 within an hour of James’ post on Monday, according to ticket-selling platform StubHub. By Tuesday, the cheapest ticket for the April 12 game against the Utah Jazz was for upper-level seats, priced at $399 per ticket.
The Associated Press contributed to this report.