LeBron James in talks with EA Sports

James and his management team are in talks with EA Sports about a video game endorsement contract. The sports game industry leader makes the wildly popular John Madden NFL video game along with the Tiger Woods PGA Tour game. The brand’s NBA game, NBA Live, doesn’t have a player’s name attached to it, but the company has used fellow stars Carmelo Anthony and Dwyane Wade in recent marketing campaigns.

James hasn’t picked up a major new endorsement deal since midway through his rookie season, when he signed on with gum brand Bubblicious.