DraftKings has announced a new partnership with NBA star LeBron James, who will serve as a talent ambassador for the popular sports betting operator. The deal, revealed on January 31, will involve James sharing his insights on football and participating in select events.

CEO of DraftKings, Jason Robins, expressed his excitement about the partnership, calling it an honor and privilege to welcome LeBron James to the DraftKings family. He also highlighted the opportunities that the collaboration will bring for both sports fans and LeBron’s fanbase to engage with DraftKings’ product offering.

LeBron James also took to social media, specifically X (formerly known as Twitter), to express his enthusiasm for the partnership, stating, “Football season just got A LOT more fun. Let’s go!”

This news comes on the heels of DraftKings appointing Marie Donoghue as its new chief business and growth officer. Donoghue, who previously worked at Amazon and ESPN, is expected to work with existing DraftKings teams to unlock and spearhead new growth opportunities.

Earlier this month, DraftKings secured market access in North Carolina, making it one of the few operators to do so before the market goes live on March 11. The operator achieved this by partnering with Nascar in the state.

The partnership with LeBron James and the recent appointment of Marie Donoghue are indicative of DraftKings’ efforts to expand its reach and solidify its presence in the sports betting market. With the upcoming launch of mobile sports betting in North Carolina, DraftKings is well-positioned to further capitalize on the growing demand for online sports betting.

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