TLDR
- LeBron James posted a video on X and Instagram teasing a partnership with prediction market platform Polymarket
- A spokesperson confirmed a larger campaign will roll out next week, focused on football
- James’ prior deal with DraftKings has expired
- His free agency decision this summer generated over $273 million in prediction market volume across platforms
- The post received backlash from fans who criticized his association with gambling platforms
LeBron James has hinted at a new partnership with Polymarket, the prediction market platform, through a short video posted to his X and Instagram accounts on Saturday morning.
The 14-second clip shows James entering a stylized Polymarket office. The video ends with the company’s logo and the words “COMING SOON” on screen.
Welcome to Polymarket HQ. Coming soon. 👀
In partnership with @Polymarket pic.twitter.com/bNe5s1IkdO
— LeBron James (@KingJames) September 5, 2026
“Welcome to Polymarket HQ. Coming soon,” James wrote in the caption. He added: “In partnership with @Polymarket.”
A spokesperson for James told The Block that the video is a tease for a larger campaign rolling out next week. The campaign will focus on football. James’ previous deal with DraftKings has also expired.
Polymarket reposted the video within an hour of it going live. The platform’s account replied to James’ post with “thanks for swinging by our HQ” and a goat emoji.
It is not yet clear whether James is acting as a paid advertiser, brand ambassador, or investor in the platform.
Prediction Markets Are Growing Fast
The timing of the deal comes as prediction markets have grown into a major industry. Dune Analytics data shows nine prediction market platforms combined for $49.9 billion in notional volume in June, driven largely by World Cup betting. That figure rose to $56.4 billion in July, and held at $50.7 billion in August.
Polymarket and Kalshi led the group in volume across all three months. Both companies are now valued in the billions.
James’ name is already well known in prediction market circles. His free agency decision this summer generated more than $273 million in contract volume across platforms, according to Legal Sports Report. Most traders got it wrong. The Philadelphia 76ers were trading at around 9% odds before James signed with them on a two-year, $8 million deal.
Fan Backlash Follows the Announcement
The post did not go over smoothly with everyone. One of the most-liked replies on X, with over 11,000 likes, read: “Don’t do this Bron.” On Instagram, the top comment read: “My glorious king why are you promoting evil sports gambling,” which gathered around 4,500 likes.
Some critical replies drew more engagement than James’ original post itself.
This is not James’ first move into the digital finance space. In 2022, he and the LeBron James Family Foundation signed a multi-year deal with Crypto.com. At the time, James said blockchain technology was “revolutionizing our economy, sports and entertainment.”
The full scope of the Polymarket partnership is expected to be revealed next week.
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