DraftKings enlists LeBron James for football-focused partnership

DraftKings LeBron James
Image: DraftKings

DraftKings is looking to become the king of sportsbooks with a new partnership.

The Boston-based sports betting and fantasy company has landed a partnership with Los Angeles Lakers forward and four-time NBA champion LeBron James. DraftKings, America’s second-largest gambling operator, has partnered with one of the world’s most popular figures.

“Welcoming one of the most influential and greatest athletes of all time, LeBron James, to the DraftKings family is an absolute honor and privilege,” said DraftKings CEO and co-founder Jason Robins. “We look forward to working with a passionate sports fan who shares the same competitive mindset that echoes throughout the walls at DraftKings while delivering exciting engagement opportunities to our customers and his loyal fanbase for years to come.”

“King James,” who is the NBA’s all-time leading scorer with 39,747 points, won’t be using his basketball expertise in his partnership with DraftKings. The 39-year-old will be leveraging his football knowledge and passion for the game to support DraftKings-backed football initiatives and tentpole events. James will be offering weekly football picks and more for DraftKings content.

The most recent NBA CBA from January 2023 expanded what active players in the league can do in terms of promoting sports wagering. Most notably, they are not allowed to encourage NBA wagering, so James will be focused on football and not offering any basketball insight.

The floor general for the 24-25 Lakers has an estimated net worth of $1 billion as of Jan. 31, according to Forbes. The figure makes James the first active NBA player to become a billionaire.

Star-studded list of partners for DraftKings

Earlier this week, DraftKings debuted a 30-second commercial that featured comedian and actor Kevin Hart ahead of Super Bowl LVIII. The spot, which will also air during CBS’ Super Bowl pregame show, features former Dallas Cowboys head coach Jimmy Johnson. The commercial is inspired by Johnson’s iconic “How ‘bout them Cowboys” postgame speech from 1993.