The gambling industry’s hunger for star power has never been stronger. From UFC fighters to NBA legends, major athletes are now central to how betting operators build their brands, and some partnerships are delivering real results while others have hit unexpected turbulence.

LeBron James and DraftKings: The Gold Standard

When DraftKings secured LeBron James, they understood the assignment. The deal was strategically narrow: James would focus exclusively on weekly NFL picks, keeping NBA content completely off the table. Smart move, given the league’s sensitivity around player involvement in betting.

The commercials featuring James alongside Kevin Hart became impossible to miss, and for good reason. This partnership sits at the top of the current market because it’s worked exactly as intended. DraftKings has used James’s global profile without overreaching, and the result is genuine mainstream credibility.

Rob Gronkowski’s FanDuel Run: From Super Bowl Theatrics to Slot Games

Rob Gronkowski’s “Kick of Destiny” campaigns for Super Bowls 2023 and 2024 were genuinely clever marketing, even if Gronk’s actual kicking accuracy left something to be desired. FanDuel let users bet on whether he’d make the kick, with $10 million in bonus bets up for grabs. The gimmick worked because it was self-aware and entertaining.

More recently, FanDuel launched an “All Gronk, All Gold” online slot game ahead of Super Bowl 60. It’s a smart evolution of the partnership, extending the brand ambassador role beyond traditional advertising into interactive gaming. Gronkowski’s continued presence demonstrates FanDuel’s confidence in the relationship.

Giannis Antetokounmpo and Kalshi: Breaking New Ground

This one stirred genuine controversy. The Greek Freak took an ownership stake in Kalshi, the prediction markets platform, through his company Ante Inc. The deal raised eyebrows given the NBA’s existing betting scandals and strict rules around player gambling involvement.

NBA Commissioner Adam Silver clarified that the investment falls within collectively bargained rules allowing players de minimis stakes in betting entities. According to Silver, Antetokounmpo’s stake is “much smaller than 1%” and technically compliant. Still, optics matter in professional sports, and this partnership exists in a greyish zone that other leagues are watching carefully.

Wayne Gretzky and BetMGM: Longevity vs. Criticism

Wayne Gretzky has been BetMGM’s marquee ambassador for years, appearing in multiple campaigns including a memorable Super Bowl ad alongside Tom Brady and Vince Vaughn. Like many top-tier operators, BetMGM even built him a branded online slot game.

The partnership has staying power, but it hasn’t been without friction. A recent study from Towson University and Notre Dame of Maryland found that YouTube commenters were consistently critical of Gretzky’s involvement, with negative comments outweighing positive ones four to one. Critics argued it seemed odd for someone with Gretzky’s clean reputation to promote sports betting.

It’s a reminder that even well-executed sponsorships can struggle with cultural perception, particularly when athletes with untarnished legacies cross into the gambling space.

The Bigger Picture

What’s fascinating about these partnerships is how they’ve evolved. It’s not just about slapping a celebrity face on a commercial anymore. The best deals are purpose-built: narrow in scope, integrated into product offerings, and mindful of league regulations. The worst ones ignore cultural sensitivity or stretch athlete involvement beyond what their profile can reasonably support.

The industry is learning that sustainable partnerships require both smart structuring and genuine entertainment value. When they get it right, the results speak for themselves.

What the team thinks

Philippa Ashworth says:

Carl’s piece captures the obvious wins, but I’d argue the real story is how operators are finally learning to segment athlete partnerships rather than chase marquee names indiscriminately, which explains why the LeBron arrangement works where broader celebrity deals often flounder. What’s missing from this analysis is the regulatory pressure tightening around athlete endorsements in key markets, particularly the UK and Australia, where stricter affordability checks and advertising codes are forcing operators to rethink their celebrity-led acquisition strategies entirely. The operators winning right now aren’t just those with the biggest names, but those building sustainable ambassador models that withstand regulatory scrutiny while actually converting casual fans into long-term customers.