Betr has secured NBA athletes Lonzo and LiAngelo Ball as equity partners, expanding the company’s profile with cultural icons who bring both influence and reach. The deal also moves the Ball brothers’ podcast into Betr’s media portfolio ahead of the NBA season opener on October 21.
“We’ve watched what Jake and the team have been building from a media perspective, and we believe it is a perfect fit for us,” the brothers said. Betr Head of Media Mike Denevi praised the move as “a landmark addition,” calling the brothers “cultural icons with authentic voices” and “massive reach.”
Why This Partnership Makes Business Sense
Sports betting operators often turn to celebrity endorsements, but the Ball brothers provide more than name recognition. Their podcast audience and large social media following give Betr direct access to basketball fans, while the equity model ensures the brothers are invested in the platform’s success.
Denevi framed the partnership as part of Betr’s mission to be “the most disruptive and innovative brand in sports gaming.”
What Changes Under This New Deal
The Ball brothers will rebrand their podcast under Betr’s media banner, with regular appearances across company content. Their followers will see Betr promotions integrated into their social channels, boosting brand visibility. The podcast relaunch is timed ahead of the NBA season, promising high-profile guest conversations in sports, media, and culture.
The announcement follows Betr’s September 2 update that expanded its betting platform to include WNBA, global soccer, and its new Arcade platform.
How This Reshapes Betr’s Market Position
With coverage now spanning 33 states and Washington D.C., Betr strengthens its foothold in sports betting while leaning into media-driven growth. The Ball brothers deliver credibility and relevance with younger basketball audiences, aligning perfectly with the NBA’s seasonal spotlight.
While product features like the “Mystery Multiplier” aim to engage bettors, this celebrity equity partnership may prove even more powerful by blending sports culture with betting innovation. The structure creates aligned incentives, setting a model for how future athlete partnerships might evolve in the industry.
