Betr is receiving an investment from a pair of brothers with ties to the NBA.
The sports gaming and media company announced that it added Lonzo and LiAngelo Ball as equity and content partners. The partnership allows the two former UCLA basketball players to bring their podcast to Betr’s media business arm.
Betr, founded by entrepreneur Joey Levy and professional boxer and influencer Jake Paul, did not disclose the financial terms of the equity investment.
“We’re excited to partner with Betr,” said the Ball brothers. “We’ve watched what Jake and the team have been building from a media perspective, and we believe it is a perfect fit for us.”
Betr plans to rebrand the podcast through Betr Media and launch it ahead of a new NBA season that begins on Oct. 21. The Ball brothers will deliver at least 40 podcast episodes per year and will include broadcasts aired from Cleveland, where Lonzo plays for the Cavaliers, and on the road during the team’s away games. LiAngelo will also co-host the show from Los Angeles when he is not with Lonzo. The podcast will include guest appearances from some of the most popular figures in sports, culture and entertainment.
“This is a landmark addition to the Betr Media family and a perfect proof point of why we’re the most disruptive and innovative brand in sports gaming,” said Betr Head of Media Mike Denevi. “Lonzo and LiAngelo are cultural icons with authentic voices, massive reach and cultural relevance, making them an ideal fit for our platform.”
Lonzo, the second overall pick in the 2017 NBA Draft, partnered with Betr after being traded from the Chicago Bulls to the Cavaliers in July. LiAngelo, a former forward for the NBA G-League’s Greensboro Swarm, is currently embarking on a rap career.
Earlier this year, LiAngelo signed a record deal with Def Jam and Universal Music Group worth up to $13 million. The deal includes $8 million guaranteed and gives LiAngelo full ownership of his music.
Betr’s collection of gaming products
The Ball brothers’ multi-faceted partnership with Betr also includes marketing for Betr’s portfolio of gaming products, which includes Betr Picks and Betr Arcade. Betr Picks, which launched in September 2023, serves as the company’s DFS pick’em product. Since its launch, Betr Picks has distributed more than $250 million in winnings to customers.
Earlier this year, Betr entered the peer-to-peer skills gaming space with the launch of Betr Arcade. Betr debuted the product in 29 states with four skill games available to users.
The product has two card-based games, 21 and Crossout 21, while Fruit Match allows users to compete through puzzles. Betr Arcade’s 5 Across offers a grid-based game.
Betr plans to continue developing new products in emerging verticals.
In 2024, Betr secured $15 million in strategic equity financing to support growth. That year, the sports gaming and media company was valued at approximately $375 million.
In addition to the Ball brothers, Betr investors include VC firms Harmony Partners, 10x Capital, Fuel Venture Capital and Eberg Capital.
