LeBron James' switch to Polymarket over the Labor Day Weekend hints at an exciting development for the emerging prediction market operator. On the same day that Ohio State University kicked off its college football season, James teased a new partnership with Polymarket in a video posted on social media platform X. As college football fans watched Ohio State dominate Miami (Ohio) 56-3, the industry buzzed with anticipation about additional athletes possibly joining James.
On Tuesday, Polymarket unveiled a flashy advertisement that garnered over 15.5 million views on James' X page. This ad aired right after the extended Labor Day Weekend, featuring a colorful 90-second spot directed by renowned filmmaker Peter Berg, known for *Friday Night Lights*. The advertisement included appearances from well-known figures like Eli Manning, Derek Jeter, Richard Sherman, John Leguizamo, and Spike Lee, coinciding with the launch of a new feature within the US Polymarket app, named Squads.
The Squads feature aims to create a dedicated space for users to discuss markets, share predictions, and trade directly. "People are constantly debating what’s going to happen next with their friends and sharing predictions in group chats," noted Travis VanderZanden, Polymarket’s Chief Growth Officer. "With Squads, we’re bringing the conversation and trading together so friends can follow the events they care about and make their predictions in one place."
The ad's comedic elements, reminiscent of humorous Nike commercials from the '90s and a parody spot from the NFL during Super Bowl LIII, focused on appealing to sports enthusiasts. In the ad, Manning caught a ball from a jugs machine while enduring a tackle, and James exchanged greetings with him before tossing a football. He also shared a handshake with Jeter, whose New York Yankees recently became the first Major League Baseball team to partner directly with Polymarket.
Although Polymarket has not disclosed the ad's total cost, it is likely in the millions given the expenses associated with hiring a prominent director along with various production costs. The company recently announced a $21 billion valuation in a funding round led by Donald Trump Jr.'s firm, 1789 Capital.
Polymarket's strategic investment in marketing appears to have paid off, as the platform surged to the top of the App Store in downloads for free finance apps, surpassing competitors such as Kalshi and mainstream payment apps like PayPal and Venmo.
Social media was abuzz following the campaign's launch, with participating athletes chiming in. Leguizamo humorously stated, "It’s live trading, you gotta stay on your toes," while Manning joked about needing to put his pads back on in a post that attracted 1.2 million views. Sherman responded, suggesting they try the trading out on the field.
In light of these developments, the competition to attract customers interested in sports betting is heating up, particularly with the 2026 NFL season approaching. As traditional sportsbooks like DraftKings prepare to roll out sports-event contracts in populous states such as California, Texas, and Florida, the landscape is dynamic.
Unlike regulated sportsbooks requiring users to be at least 21, prediction markets like Polymarket allow individuals aged 18 and up to engage with sports-event contracts. Craig Carton, a sports talk host and recovering compulsive gambler, has publicly criticized the athletes endorsing Polymarket, arguing that unregulated gambling markets are detrimental to Americans and youths. He emphasized the need for celebrities to refrain from endorsing these platforms, questioning the point at which to reject such offers.
A recent Bank of America study highlighted a stark contrast in online betting behaviors; households involved in online gambling had median deposit account balances 59% higher than those who abstained. This trend may obscure the line between entertainment and investment as prediction markets evolve alongside traditional sports betting.
Amid discussions about regulations, it was noted that designated markets for prediction contracts are governed federally by the US Commodity Futures Trading Commission (CFTC). The CFTC is currently seeking to establish formal rules for event contracts, described as the most impactful regulations in decades.
The timing of Polymarket's campaign is noteworthy, debuting just before the NFL's regular-season opener. The Seattle Seahawks are set to host the AFC Champion New England Patriots in a highly anticipated rematch. During the previous encounter in February, the Seahawks defeated the Patriots 29-13, but the Rams are favored to win the Lombardi Trophy this year.
As of 6 PM ET, Polymarket reflected a 62% probability that the Seahawks would win against the Patriots, while the Patriots had a 39% chance to win, with a $100 wager on the Patriots predicting a payout of $247.35.
LeBron James' previous multi-year partnership with DraftKings ended earlier this summer, as reported by Yahoo Finance.
