In this multi-year agreement, James has been named DraftKings’ brand ambassador. However, his main attention will not be on basketball; rather, the player will solely focus ‘on American football (rugby) and key tentpole activities’.
On the deal, James said, “Welcoming one of the most influential and greatest athletes of all time, LeBron James, to the DraftKings family is an absolute honour 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.”
The partnership strengthens DraftKings’ sports sponsorship prominence, as the company, along with rival FanDuel, is one of the National Basketball Association‘s (NBA) key partners. It has also had substantial involvement with the PGA Tour.
DraftKings is one of the top betting companies in the United States, trailing only FanDuel in terms of market share, and is followed by BetMGM. Like FanDuel, the business was able to leverage its roots as a fantasy sports platform after the PASPA repeal to become a big sportsbook.