US fantasy sports and betting provider DraftKings has announced a new partnership with NBA basketball superstar LeBron James.

The Los Angeles Lakers star will join DraftKings as a talent ambassador around American football and select key tentpole events as part of a multi-year agreement.

The tie-up will be focused on American football only, as NBA betting is not allowed to be discussed by players or coaches.

DraftKings said James “will help support key football initiatives and tentpole events through content creation, such as weekly football picks and more.”

This represents a significant endorsement deal for the sportsbook as it seeks to gain further market share in the sports betting world and compete with the likes of rival FanDuel and the recently launched ESPN Bet.

James is one of the biggest sports stars in the world and has 235.6 million followers across all social media platforms.

Jason Robins, DraftKings chief executive, said: “Welcoming one of the most influential and greatest athletes of all time, LeBron James, to the DraftKings family is an absolute honor and privilege.

“We look forward to working with a passionate sports fan who shares the same competitive mindset that echoes throughout the walls at DraftKings while delivering exciting engagement opportunities to our customers and his loyal fanbase for years to come.”

DraftKings is reportedly ready to spend big on marketing as it looks to continue gaining market share and betting exposure.

The betting firm is understood to have a deal with Barstool Sports worth at least $10 million a year.

Earlier this month, meanwhile, DraftKings unveiled the appointment of Marie Donoghue as its new chief business and growth officer.