LeBron James teams up with DraftKings in multi-year talent ambassador agreement

NBA legend LeBron James has joined forces with DraftKings, marking a team-up that will see James share football insights and engage in select key tentpole events. The announcement of this multi-year agreement positions LeBron James as a talent ambassador for DraftKings, bringing his influence to the sports betting platform.

Jason Robins, CEO and co-founder of DraftKings, said: "Welcoming one of the most influential and greatest athletes of all time, LeBron James, to the DraftKings family is an absolute honor and privilege.”

“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." 

LeBron James, known as "King" James, is not only a basketball icon but also a noted football enthusiast. Having played on the gridiron during his high school years, he has consistently expressed his love for football and maintained an enduring interest in the sport.

While the terms of the deal have not been disclosed, the collaboration holds significant potential, given James' global appeal and massive social media following.

As one of the greatest basketball players of all time, LeBron James boasts a career that includes four NBA championships, four NBA MVP awards, and 20 All-Star selections. With over 150 million followers on Instagram and more than 52 million followers on X, James brings an extensive reach to DraftKings, making him a valuable partner.

👑 x 👑!!! Football season just got A LOT more fun. 🏈😁🙏🏾 Let’s go! @DraftKings #DKPartner pic.twitter.com/kyNaq3WBZm

— LeBron James (@KingJames) January 31, 2024

While DraftKings is already a key player in the U.S. market, ranking second in market share behind FanDuel in the fourth quarter of last year, the addition of LeBron James to its roster is expected to elevate its presence and engagement further.

The collaboration comes on the heels of a change in the collective bargaining agreement between the NBA and the players association, allowing stars like LeBron James to represent sports betting companies as long as it doesn't involve the league. 

Although NBA policy prohibits James and other players from betting on basketball, this collaboration allows James to participate in NFL-related activities and promotions, leveraging his passion for football.

LeBron James, who received multiple NFL contract offers during the 2011 NBA lockout, often shares his enthusiasm for football on social media. The impact of this collaboration on attracting new customers remains to be seen, but DraftKings emphasizes that James' genuine passion for the sport will contribute to the success of this team-up.