Let’s be real for a second.
When DraftKings wanted someone to pitch their sports betting app to America, they didn’t pick just anyone. They picked LeBron James, Kevin Hart, Shaquille O’Neal, Jamie Foxx, and Marshawn Lynch. They went straight to the faces our community knows, trusts, and loves — and they did it on purpose.
That’s not a coincidence. That’s a business strategy. And it’s costing us.
The Numbers Don’t Lie
Research published in 2024 found that Black sports bettors experience disordered gambling at more than twice the rate of their white counterparts. Think about that. The same apps running ads with Black celebrities as the face of “fun” and “excitement” are producing the worst outcomes for our community.
The reason is no mystery. Football, basketball, and boxing — the sports that drive the most betting traffic — have always had a predominantly Black fanbase and Black athletes at the center. Sports betting companies know who their most reachable audience is. They pay billions to target it.
DraftKings spent an estimated $36 million on TV advertising in a single NFL season. FanDuel spent $27 million. That’s just TV — not counting Instagram, YouTube, TikTok, and the push notifications that hit your phone while you’re watching the game.
What This Looks Like in Real Life
You open your phone to check the score. There’s a FanDuel notification: “Bet $5, get $300.” Your favorite rapper just posted about his big parlay win. The game broadcast has betting odds in the corner of the screen. By halftime, you’ve placed three bets without really thinking about it.
That’s not an accident. These apps are engineered for it. They use the same psychological techniques as slot machines — near-miss notifications, in-game micro bets, loss-chasing “boosters” — all designed to keep you betting longer than you planned.
And the people most at risk? According to research, it’s single Black men, particularly those under 35. The exact demographic being targeted most aggressively by these platforms.
What We Can Do About It
The first step is knowing the game. When you see LeBron in a DraftKings ad, recognize it for what it is: a calculated move to make you feel like sports betting is part of our culture. It’s not. It’s a product designed to take more than it gives.
Talk to your sons. Talk to the men in your family. Ask them what apps are on their phone. Not with judgment — but with the same love you’d bring to any conversation about something that could hurt someone you care about.
If you or someone you love is struggling to control sports betting, the Minnesota Problem Gambling Helpline is free, confidential, and available right now.
Call: 800-333-HOPE (4673)
Text: EncourageMeMN to 53342