NBA basketball player and Space Jam: A New Legacy star LeBron James has announced his recent partnership with DraftKings in a tweet on social media site X (formerly known as Twitter).
The partnership is one of many made by DraftKings with various NBA teams and talents, with notable examples including Michael Jordan, who currently serves as the company’s Special Advisor to the Board of Directors. Other celebrity partnerships have included football player David Beckham and musician Snoop Dogg.
DraftKings has also partnered with multiple businesses and sporting bodies to expand its presence in the US, including a recent partnership with NASCAR to bring sports betting to North Carolina, which is scheduled to be legalised on 11 March.
DraftKings is currently the second-largest sportsbook operator in the US, falling only behind FanDuel, which currently holds a 43% market share.
On the partnership, CEO and Co-Founder of DraftKings Jason 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.”
James will work with DraftKings on its various football initiatives and tentpole events as a key figure, doing so via the creation of content on topics such as weekly football picks and others. While not a football player by profession, James has expressed his interest in the sport, having even played on the gridiron during his time in high school.
Further details on the length and financial transactions behind the partnership have not been released.
