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LeBron James to appear in and executive produce CNBC reality series

LeBron James is continuing to blur the lines between athlete and entertainer: The pro basketball player-cum-actor and producer has another entertainment venture in the works. James is set to executive produce and appear in an upcoming CNBC reality series called Cleveland Hustles, reports THR.

Details about the series are still scarce at this point, but we do know that James’ SpringHill Entertainment partner Maverick Carter and Magical Elves will also executive produce. The project is described as a “philanthropic extension” of the network’s alternative programming portfolio. It’s unclear exactly how much of James we can expect to see onscreen, but the show will feature the pro athlete visiting ailing businesses and offering to assist them. Filming will take place in Cleveland where the NBA star plays for the Cavaliers.

Related: How Lebron James’ lifetime contract stacks up to the biggest deals in sports

“Lebron will be on the show,” said CNBC Senior VP Jim Ackerman during a TCA winter press tour panel Thursday. “He’s going to give us access and time. He’s given us access to a lot of people,” he said.

Although Ackerman didn’t say who these “people” James has given them access to are, we can’t help but wonder if they’re fellow athletes. The basketballer has proven adept at getting other pros involved with his Bleacher Report platform Uninterrupted. Athletes including New England Patriots tight end Rob Gronkowski, Golden State Warriors forward Draymond Green, and UFC fighter Ronda Rousey are among those who have contributed personal videos to Uninterrupted.

James’ entertainment projects have been multiplying quickly. Not only did he launch Uninterrupted, the platform recently attracted a $15.8 million investment from Warner Bros. and Turner Sports, showing their confidence in what James and Carter have been doing. The athlete also appeared in the comedy film Trainwreck and produces Starz’s Survivor’s Remorse.