New NBA CBA Allows Celtics Players To Become Sportsbook Ambassadors

Players now have an opportunity to profit from sponsorships that were previously prohibited, thanks to the recently established NBA collective bargaining agreement (CBA).

Among the various announcements made, one particularly notable revelation in the agreement was that NBA players are now permitted to be sponsored by sports gambling ventures.

With the launch of Massachusetts sports betting, let’s delve into the potential developments for a deal involving Boston Celtics players and explore the broader advantages it offers to the entire league.

Sportsbook sponsors in the new NBA CBA

In addition to the recently introduced CBA permitting athletes to endorse various sports betting operators, they now have the opportunity to invest in these companies as well.

According to Shams Charania, a journalist affiliated with The Athletic, Stadium, and FanDuel TV, it is crucial for sportsbook sponsors to maintain a clear distinction from the gambling aspect.

According to sources, here’s how it will operate: Players will have the opportunity to invest in NBA/WNBA teams through a Private Equity firm selected by NBPA. This is a groundbreaking opportunity in professional sports in the United States. Additionally, players will be able to enter into endorsement agreements with sports betting companies, ensuring a clear distinction from the gambling aspect.

On April 2, 2025, Shams Charania tweeted.

The specific language of the sports betting sponsorships clause will probably require further adjustments. This particular aspect of the announcement has caused confusion rather than excitement. Nevertheless, including this initiative in the new CBA is a significant milestone.

Prior to the recent CBA update, the league had a rule in place that forbade active players, coaches, team executives, referees, and anyone participating in the game from endorsing sportsbooks that provide NBA betting options.

In addition, it is worth noting that the Celtics are attracting over 60% of the betting handle for NBA playoffs in Massachusetts.

Active pro athletes with sportsbook deals

Sponsorships from sportsbooks are typically associated with retired athletes, although it is not very common to find such partnerships with active players. However, it is not completely unheard of.

In the previous year, Charlie Blackmon, an outfielder for the Colorado Rockies, garnered significant attention due to his ambassador agreement with MaximBet. Although MaximBet ultimately shut down during the same year, Blackmon achieved a remarkable milestone as the first active Major League Baseball player to secure a sportsbook endorsement. This endorsement opportunity emerged in 2022, following the MLB players’ successful negotiation of a new collective bargaining agreement.

Furthermore, Connor McDavid, a prominent NHL player, also holds a sponsorship with BetMGM. Interestingly, McDavid’s agreement was established prior to Blackmon’s, thus making him the inaugural active professional athlete in the four major North American sports to secure such a partnership.

Potential sponsorships with Celtics players

With the legalization of sports betting in Massachusetts, Celtics players now have the opportunity to secure lucrative sportsbook deals. Which players on the Celtics roster could potentially capitalize on this new development?

Jayson Tatum is undoubtedly the clear choice. A strong contender for MVP this season, Tatum shines as one of the NBA’s most promising talents. His endorsements from renowned brands like Jordan Brand, Gatorade, Subway, and NBA 2K further solidify his status. When it comes to potential ambassadors for Massachusetts, Tatum should undoubtedly be at the top of any sportsbook’s list.

Furthermore, don’t overlook Marcus Smart and Blake Griffin as they have the potential to make a significant impact for the Celtics.

Smart has been with the Celtics for the longest time among the current roster, whereas Griffin joined the team as a free agent signing in the recent offseason.

Smart, over the course of his nine-year tenure in the NBA, has developed into a relentless and troublesome force on the defensive end. Recognized as the league’s defensive player of the year, he has garnered immense popularity among fans and was honored with the esteemed Red Auerbach award by his team in 2019. Currently, he enjoys a notable endorsement deal with Puma, representing their footwear and apparel.

On the other hand, Griffin, who is currently in his debut season with the Celtics, possesses a playful personality and has secured partnerships with Kia, Subway, AT&T, and NBA 2K. Additionally, he has delved into the realm of comedy, showcasing his own standup routine.

Naturally, there is a possibility for any player on the team to secure a lucrative deal. Although they would be the inaugural active Celtics players to achieve such an endorsement, other esteemed figures from Boston have already achieved this milestone. Kevin Garnett is affiliated with BetMGM, while Rob Gronkowski is prominently associated with FanDuel.

It should be mentioned that the NBA has had previous experiences with sports betting sponsorships. Although players, coaches, and those directly involved in on-court activities were not allowed to have sportsbook partnerships until now, the league itself had its own arrangements. Two years ago, the NBA extended its partnership with DraftKings Sportsbook and FanDuel, making both sportsbooks the official co-partners for sports betting in the league.

NBA changes stance on sports gambling

The NBA, similar to other major leagues, prioritizes fairness and upholds its image. Gambling, however, has been viewed negatively, and rightfully so.

Do you recall Tim Donaghy? Back in 2007, the FBI conducted an investigation on the ex-NBA referee regarding his gambling activities on basketball games he officiated throughout his career. A judge subsequently sentenced Donaghy to 15 months of imprisonment for his involvement in the scandal.

As a result, the NBA was involved in a verifiable gambling scandal in the past. Similar to other prominent sports leagues, the NBA promotes and regulates itself as an organization that upholds integrity and fairness in its games.

Before this point, it would have been unimaginable for the league to accept any sponsorships related to gambling. However, with the increasing legalization of sports betting in numerous states, the stigma surrounding it is gradually diminishing.

Think of it as a domino effect: After the league finalized its agreement with its co-official sportsbooks, numerous teams followed suit by announcing their own sportsbook sponsors.

New CBA comes at perfect time for teams and players

A little over a month after Massachusetts legalized mobile sports betting, the NBA and the National Basketball Players Association came to an agreement on the new CBA.

Sportsbooks have been extremely proactive in advertising with professional sports and athletes since their launch. There is even a possibility of TD Garden having a retail sportsbook.

If TD Garden decides to incorporate a sportsbook, it would be logical for one or more Celtics players to become ambassadors for the operator. This aligns with the trend of professional athletes in various sports and leagues securing sportsbook endorsements. The NBA would not want to be left behind in this development.

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