DraftKings has given its sports marketing activity a major boost this week with the addition of one of the world’s most famous basketball players.

The sportsbook, predominantly focused on the US betting markets, has paired up with LeBron James, the current forward for the Los Angeles Lakers of the NBA, in a multi-year partnership.

James will work with DraftKings as a brand ambassador, although his focus will not be his trade of basketball. Instead, the athlete will focus ‘around (American) football and select key tentpole events’.

“Welcoming one of the most influential and greatest athletes of all time, LeBron James, to the DraftKings family is an absolute honour and privilege,” James remarked.

“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 agreement further builds up DraftKings sports sponsorship profile, with the firm – alongside rival FanDuel – one of the primary partners of the NBA. It has also extensively engaged with the PGA Tour.

DraftKings is one of the market leading betting firms in the US, second only in market share to Flutter’s aforementioned FanDuel, and followed by BetMGM. Like FanDuel, the company was able to build on its origins as a fantasy sports platform post-PASPA repeal to become a prominent sportsbook.

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