DraftKings signs LeBron James to brand ambassador roster
NBA superstar to serve up betting tips on the NFL as DraftKings flexes its marketing muscles
DraftKings has secured NBA legend LeBron James as the operator’s latest brand ambassador.
James, the all-time leading scorer in the NBA and a four-time champion, has linked up with the Boston-based firm on a multi-year deal.
DraftKings, which had a cash pile north of $1.2bn at the end of 2023, did not disclose any financial details relating to its relationship with the 39-year-old LA Lakers star who, according to Forbes, has a net worth of $1bn.
As part of the deal, James will provide tips on football rather than basketball due to the fact wagering or analysing NBA games is forbidden for players under the league’s rules.
A DraftKings press release stated: “LeBron will help support key football initiatives and tentpole events through content creation, such as weekly football picks, and more.”
James has regularly taken to social media this NFL season to give his tips for his millions of followers, which includes almost 53 million on X, formerly Twitter, and 159 million on Instagram.
Confirming the news on LinkedIn, DraftKings co-founder and CEO Jason Robins talked up the potential of the new partnership.
Robins 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,” he added.
The addition of James to the DraftKings roster comes following reports the operator is in talks with Barstool Sports over a new media partnership.
As reported by Fortune, DraftKings and Barstool are closing in on a multi-year, multi-million-dollar deal just months after Barstool was ditched by PENN Entertainment in favor of ESPN.
DraftKings investors didn’t seem too bullish about the signing of James, though, as the stock finished the day, January 31, down 3% in New York.
This was in stark contrast to 2020 when NBA icon Michael Jordan became an advisor and investor in DraftKings, resulting in the firm’s shares jumping 8%.