The rapid expansion of legal sports gambling in the United States has been propelled in part by endorsements from prominent athletes and celebrities, who have become the public faces of major online betting platforms. Figures such as Tom Brady, LeBron James, Kevin Hart, Jamie Foxx, Derek Jeter, and Shaquille O’Neal have appeared in advertisements for companies like DraftKings, FanDuel, and BetMGM, as well as newer “prediction markets” including Kalshi and Polymarket. These endorsements present sports betting as an entertaining and risk-free activity, omitting discussion of the financial and psychological harms that affect millions of Americans.
The approach draws comparisons to the mid-20th century tactics employed by tobacco companies, which enlisted sports stars and movie actors to promote cigarettes as part of a glamorous and healthy lifestyle. Renowned athletes such as Ted Williams, Willie Mays, Mickey Mantle, and Joe DiMaggio, along with actors like Ronald Reagan, lent their images to cigarette advertising campaigns despite the later-established links between smoking and serious health problems.
Public health advocates warn that the current celebrity-driven promotion of sports betting similarly downplays the dangers of gambling addiction. Mark Gottlieb, executive director of the Public Health Advocacy Institute at Northeastern University, described the endorsements as “inherently deceptive” in normalizing gambling as a safe and enjoyable pastime. Addiction specialists emphasize the emotional toll stemming from gambling losses; Dr. Timothy Fong, co-director of the UCLA Gambling Studies Program, noted that financial setbacks often lead to intense shame and distress.
While professional athletes in earlier decades often faced modest salaries and supplemented their income through endorsements, today’s top stars typically amass considerable wealth. LeBron James, whose net worth is estimated in the billionaire range, has reportedly signed a $15 million deal with Polymarket after previously working with DraftKings. Despite his financial security, James appears in high-profile commercials celebrating gambling culture, reinforcing its image as thrilling and socially acceptable.
The legal landscape shifted significantly following a 2018 Supreme Court ruling that struck down the federal ban on sports betting. Since then, 39 states and the District of Columbia have legalized online sports wagering. Even in states without formal legalization, residents can access betting platforms via smartphones. This widespread availability has created a lucrative nexus between gambling operators, professional sports leagues, and media companies, with frequent in-game advertisements encouraging viewers to place bets.
Advancements in technology have also intensified the gambling experience. Platforms now offer a range of microbets that allow wagers on minute details during live games, such as pitch speeds or individual player performance on a particular play. Experts warn these offerings increase risks by accelerating betting frequency and potential losses.
Calls to gambling helplines have risen alongside the sector’s growth, underscoring the social consequences that often go unaddressed in promotional campaigns. Critics caution that, like the tobacco industry decades ago, the sports betting industry’s marketing practices may one day be viewed as contributing to widespread public harm, despite their current commercial success and cultural acceptance.