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LeBron James’ endorsement deal with DraftKings has expired, and he is now partnering with Polymarket in a new agreement expected to focus on football, according to a report confirmed by Front Office Sports and cited by Yahoo Sports.
James first signed with DraftKings in 2024. A source familiar with the new arrangement said his Saturday morning post on X was only the first step in a larger campaign set to begin early next week. That post drew nearly 10 million views within seven hours, according to the report.
DraftKings exit gives way to Polymarket campaign
The reported move is notable because it shifts one of the biggest athlete endorsers in gambling-related media from a traditional sportsbook brand to a prediction-market platform.
According to the report, James’ DraftKings deal expired earlier this summer before he aligned with Polymarket. The new agreement is expected to center on football rather than basketball.
The story also notes that the NBA does not have a specific rule barring players from endorsing prediction markets, though players are not allowed to promote specific NBA-related event contracts.
Prediction markets keep pushing deeper into sports
James’ move comes as Polymarket and rival Kalshi continue competing for sports-related partnerships while prediction markets face ongoing legal and regulatory scrutiny in the US.
The report says Polymarket already has league-level deals with MLB, the NHL, MLS, Serie A, and LaLiga, along with team agreements involving the New York Rangers and New York Yankees. Kalshi, meanwhile, has athlete investors and official or team-level partnerships that include the NHL and multiple MLB clubs.
For New York readers, the immediate takeaway is less about a change to DraftKings’ sportsbook product and more about how quickly prediction-market brands are trying to build mainstream sports visibility. The article also says sources expect the NBA to have prediction-market partners in place by the start of the upcoming season.
What to watch next
The next development to watch is the broader Polymarket campaign expected to begin early next week. The legal backdrop also remains important: the report says a recent Ninth Circuit ruling against Kalshi could help set up a possible Supreme Court fight over sports-event contracts.
As prediction markets expand their sports footprint, the rules around athlete promotion and event-contract offerings will remain a key issue to watch.
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Source: As reported by Ben Horney.
