LeBron James‘ new partnership with Polymarket puts one of the world’s most recognizable athletes behind prediction markets just as their relationship with professional sports enters legally complicated territory. James teased the partnership on September 5, saying a larger campaign was coming. His representatives said the agreement will focus primarily on football.
His previous endorsement agreement with DraftKings expired earlier this summer. The NBA reportedly has no specific policy preventing players from endorsing prediction markets, meaning James’ promotional relationship itself does not appear to violate league rules. But endorsement and participation are different questions. Can James actually put money into prediction markets? The answer depends on what he is trading.
Polymarket’s Own Rules Restrict Athletes
Polymarket US operates as a Commodity Futures Trading Commission-regulated designated contract market rather than a state-licensed sportsbook. Its rules nevertheless impose explicit restrictions designed to prevent athletes and insiders from trading contracts connected to events they could influence or understand through privileged information.
For professional sports contracts, Polymarket’s CFTC filings state that current and former players, coaches and staff of relevant organizations can be prohibited from trading. Paid employees and participants in the organization responsible for the event can also be excluded, alongside certain owners, family members and people possessing material non-public information.
Its broader market-integrity rules go further. A participant cannot trade a contract if that person holds enough authority or influence to affect the underlying outcome. That makes an NBA player trading NBA-related prediction contracts particularly problematic.
The NBA itself already prohibits players from betting on league games. Toronto Raptors player Jontay Porter received a lifetime ban in 2024 after an NBA investigation found that he disclosed confidential information to bettors, limited his participation for betting purposes and wagered on NBA games. Football is different.
James is an NBA player, not an NFL participant, and his Polymarket campaign is specifically expected to focus on football. Nothing in Polymarket’s general rules automatically prohibits an NBA player from trading an unrelated NFL outcome using only public information.
Sports Markets Face a Bigger Legal Test
That distinction exposes the unusual regulatory structure prediction markets have created. Traditional sportsbooks generally operate under state gambling laws, typically limiting participation to people aged 21 or older and imposing detailed rules governing athletes and other sports insiders. Polymarket US and Kalshi instead offer event contracts through federally regulated derivatives infrastructure.
That structure allows prediction markets to operate in places where conventional online sports betting remains prohibited. It is also being challenged. New Jersey asked the U.S. Supreme Court on September 2 to decide whether states can regulate sports prediction markets as gambling despite federal oversight by the CFTC.
Federal appeals courts have already reached conflicting conclusions. The Third Circuit sided with Kalshi’s argument that federal commodities law preempts New Jersey’s restrictions, while litigation elsewhere has produced victories for state gaming regulators. The unresolved legal boundary makes athlete partnerships increasingly significant. James is hardly alone.
Giannis Antetokounmpo became both an investor and partner in Kalshi, while prediction-market companies have established relationships with athletes, teams and professional leagues. The markets can even concern the endorsers themselves. James’ recent free-agency decision generated more than $270 million in prediction-market trading, and markets continue to exist around future decisions involving his career.
Polymarket’s rules would provide an obvious barrier to James trading a contract whose outcome he personally controls. But being the subject of some markets does not automatically prevent him from participating in every unrelated market. That is the distinction the industry’s rapid expansion is forcing into the open. Prediction markets can sign athletes to promote their products while simultaneously restricting those same athletes from trading particular contracts.
For LeBron James, promoting a football prediction market may be permissible. Trading an unrelated football outcome may potentially be permissible too. Trading on his own career, his own league or information obtained through privileged relationships is an entirely different proposition—and one where exchange rules, league rules and federal market-integrity requirements can quickly turn an endorsement relationship into a regulatory problem.