Since the U.S. Supreme Court struck down PASPA in 2018, legal sports betting has grown into a major part of the American gambling market. As sportsbooks, online casinos, social casinos, sweepstakes casinos, and prediction markets have expanded, many brands have turned to famous athletes and sports figures to help promote their products.
These partnerships now go far beyond simple ad deals. Some athletes serve as ambassadors, others appear in content campaigns, and a few have taken ownership stakes or shareholder roles. The result is a growing list of big names attached to betting and gaming brands across the U.S. and beyond.
Why Betting Brands Want Athlete Endorsements
Athletes bring instant recognition, trust, and attention. For gambling brands, that makes them powerful marketing tools in a crowded and competitive space.
This strategy has become especially common as legal betting has spread from state to state. Brands now use athlete partnerships to reach fans through football picks, event previews, campaign videos, and social content. In some cases, the partnerships focus on non-NBA betting or other areas allowed under league rules
The Biggest Athlete Partnerships
Several high-profile athletes and sports personalities have been linked to sportsbooks, casinos, and prediction markets:
Giannis Antetokounmpo — Became a shareholder in prediction-market platform Kalshi through Ante Inc. and has appeared in marketing tied to the brand.
Charles Barkley — Has maintained a long-running ambassador role with FanDuel.
Tom Brady — Appeared in major BetMGM campaigns, including high-profile Super Bowl ads.
LeBron James — Signed a multi-year ambassador deal with DraftKings.
Kevin Durant — Has worked with FanDuel through his Boardroom media company and related content partnerships.
Shaquille O’Neal — Became a DraftKings ambassador after earlier ties to WynnBet.
Nikola Jokić — Serves as a brand ambassador for SuperBet in Serbia.
Conor McGregor — Has been linked to Polymarket promotions and product teasers.
Cristiano Ronaldo — Has long been associated with PokerStars.
The Manning family — Worked with Caesars Sportsbook & Casino in a family-focused campaign .
Other Notable Names:
Many other athletes and sports figures have shown up in similar industry roundups. That group includes Jerome Bettis, Bryson DeChambeau, Wayne Gretzky, Rob Gronkowski, Tony Hawk, Phil Hellmuth, Derek Jeter, Marshawn Lynch, Pat McAfee, Connor McDavid, Drew McIntyre, Tiffany Stratton, Jerry Rice, and Barry Sanders.
Some of these deals are current, while others may have expired or changed. In many cases, the exact terms are not fully public. A few of the partnerships also involve social casinos or regional operators rather than national sportsbook brands .
Why These Deals Matter
Athlete endorsements help gambling brands stand out in a fast-moving market. A familiar name can give a sportsbook or casino more credibility and make a campaign feel more authentic to fans.
At the same time, these partnerships have drawn criticism. Some observers worry about conflicts of interest, especially when active players are involved. Others raise concerns about the broader social effects of gambling promotion. Even so, the trend continues to grow as legal betting and prediction markets expand across the U.S. .
The Connection Between Online Casinos and Sports Betting
The connection between sports stars and gambling brands has become one of the clearest signs of how much the industry has changed since 2018. What once would have been rare is now a major marketing strategy for sportsbooks, casinos, and prediction markets.
As more states regulate betting and more brands enter the space, athlete endorsements are likely to remain a key part of the industry’s growth.
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