Polymarket deal puts LeBron in firing line

LeBron James has faced a backlash over his new partnership with prediction market Polymarket, despite the NBA legend previously warning gambling was eroding the integrity of sport.

The two-year deal, reportedly worth US$8 million, will see James make weekly NFL picks for Polymarket, adding one of the biggest names in American sport to an increasingly prominent list of celebrity endorsers.

The campaign also features former stars including Sue Bird, Reggie Bush, Derek Jeter, Eli Manning, Rajon Rondo and Richard Sherman, reinforcing Polymarket’s push into the mainstream US sports audience.

James previously promoted DraftKings but in 2023 criticised the growing influence of online sportsbooks, saying betting had taken some of the integrity out of sport because people were increasingly focused on gambling.

The deal has therefore raised questions about James’ shift in position, while the growing involvement of high-profile athletes and celebrities shows how prediction markets are seeking legitimacy and mass appeal in the US.