LeBron James’ agent, Rich Paul, has joined Robinhood as the financial services company expands into sports and entertainment.

The famous financial services company is partnering with Klutch Sports to become the agency of record for its sports and entertainment sectors. According to the announcement, Paul will also serve as a strategic brand advisor for Robinhood. He will work closely with Robinhood CEO Vlad Tenev to identify new partnership opportunities in sports and entertainment.

“We’re massive sports fans at Robinhood, and we know our customers are as well,” Tenev told CNBC. Working with Rich and the team at Klutch Sports is a way to get the Robinhood brand out there to a broader audience and partner with athletes and organizations aligned with our customer needs.”

Paul, who founded Klutch in 2012, represents some of the biggest names in sports. In recent years, the group has expanded to connect teams, leagues and properties with global brands for partnerships.

“At KLUTCH, we pride ourselves on doing things intentionally and creatively,” Paul added. “As we continue to grow, expanding our relationship with Robinhood was a natural next step. Their values, education commitment, and social responsibility dedication mirror our own. I look forward to helping guide Robinhood as they broaden their reach into new markets and spaces.”

According to Tenev, the partnership is already paying off. Since the partnership was announced, brand awareness for Robinhood has increased in the entire Washington, D.C. Metro area.

Klutch has begun connecting Robinhood executives with teams, owners and athletes. The company seeks to expand its reach beyond tech and finance. For example, in October, Klutch helped facilitate a three-year jersey patch deal between Robinhood and the National Basketball Association’s Washington Wizards.

During NBA All-Star Weekend, Robinhood formed partnerships with NBA players Draymond Green and Trae Young and the WNBA’s A’ja Wilson—all represented by Klutch—to promote the company’s marketing of gold investment.

Robinhood also collaborated with jewellery maker Ben Baller on a gold chain to help steer people to the event.

Why Robinhood Partnered With Klutch

Tenev said he was drawn to Klutch because Robinhood’s story resonates with Paul’s background.

“He built up his business and his brand from nothing — from selling vintage jerseys in the Akron airport,” he said. “When you think about what Robinhood represents, it represents access and entrepreneurship.”

Robinhood, the trading and investing platform, has introduced millions of first-time investors. The company, which bills itself as a more accessible investing option, has said its users are more racially diverse than those of incumbent brokerages.

About Rich Paul

Paul has become one of the most influential agents in the NBA since launching Klutch Sports in 2012 and taking on LeBron James as a client. 

The Sports agency group has amassed many athletes, including James’ Los Angeles Lakers teammate Anthony Davis, Golden State Warriors forward Draymond Green, Las Vegas Aces centre A’ja Wilson, and Philadelphia Eagles quarterback Jalen Hurts. 

In recent years, the group has expanded to connect teams, leagues and properties with global brands for partnerships. Paul sits on the boards of United Talent Agency and Live Nation.