LeBron James is a fantastically talented basketball player currently holding the sporting world hostage in expectance of his decision on where he's going to play for the next three to five years. Tonight on ESPN, James (pictured at right exposing the vital organ he might remove from Cleveland fans) will make his choice during a one-hour, prime-time ego-stroke presumptuously entitled "The Decision," as if this is the only one that ever needed to be made. Or because, just like every other Decision James makes, it's a knowing nod to a brand he's already affiliated with: Microsoft's Bing.
As TechFlash reports, Microsoft is one of the show's sponsors and will be airing four 30-second ads for its "decision engine." It also has a presence on James' official website, which features a Bing search box.
It's a partnership that makes sense. Not only because James gets to tie his name to yet another valuable brand -- this is, after all, what he seems to care about most; even more than winning basketball games -- but also because that brand happens to be just as tone-deaf as he.