Jake Paul’s gaming and media company Betr has added two culturally significant names to its growing portfolio — Lonzo and LiAngelo Ball. The move reflects a wider trend of athletes not just participating in media but owning a stake in its future.
The Deal: Equity and Content Creation
Lonzo Ball, currently a point guard for the Cleveland Cavaliers, and his younger brother LiAngelo, balancing basketball with a music career, have joined Betr as equity partners. Beyond investment, the duo will bring their podcast under the Betr Media banner.
The rebranded show is set to launch this fall, aligning perfectly with the NBA season. With 40 episodes planned annually, each lasting at least 45 minutes, the Ball brothers will use their cross-city presence — Lonzo recording from Cleveland or on the road, LiAngelo from Los Angeles — to create a consistent and authentic product.
Format and Focus
The podcast will cover sports, pop culture, and the Ball family’s unique dynamic, while bringing in high-profile guests. This positioning leans into the current media demand for athlete-driven authenticity, where behind-the-scenes access and personal storytelling carry more value than polished corporate broadcasts.
In a joint statement, the brothers noted:
“We’ve watched what Jake and the team have been building from a media perspective, and we believe it’s a perfect fit. We’re excited to take our podcast to the next level and deliver conversations with some of the biggest names in sports, media, and culture.”
Strategic Value for Betr
As equity partners, the Balls aren’t just faces of the content — they’re directly tied to Betr’s commercial growth. That means appearing in company activations, supporting Jake Paul’s fight events, and building crossover content linked to Betr’s gaming products.
The brand also gains significant digital distribution firepower. Lonzo remains among the top five most-followed NBA players on social media, a channel that will be leveraged to expand Betr’s reach across basketball’s massive global fan base.
Mike Denevi, Betr’s Head of Media, called the partnership “a milestone,” emphasizing the Ball brothers’ blend of cultural reach, authenticity, and relevance as a natural fit for Betr’s content strategy.
Betr’s Rapid Rise
Founded in 2022 by Jake Paul and Joey Levy, Betr has become one of the most aggressive entrants into the intersection of sports, media, and gaming. Its flagship pick-’em product, Betr Picks, is live across 33 states and D.C., with reported winnings exceeding $250 million.
In September 2025, the company broadened its portfolio with Betr Arcade, a skill-based gaming platform now available in 29 states. This expansion reflects the wider industry push into peer-to-peer gaming and casual esports, areas increasingly attractive to younger demographics.
The Bigger Picture: Athletes as Media Entrepreneurs
The Ball brothers’ move mirrors a wider industry evolution: athletes are becoming equity-driven content creators, leveraging their personal brands to shape the platforms they appear on. From LeBron James’ Uninterrupted to Tom Brady’s Religion of Sports, the value proposition is clear — audiences are no longer satisfied with scripted, third-party narratives. They want unfiltered perspectives delivered by the athletes themselves.
For Betr, the addition of Lonzo and LiAngelo isn’t just about a podcast. It’s about embedding the company deeper into basketball culture, harnessing social clout, and proving that athlete-led media is not a side hustle but a scalable business model.
365247 Insight:
This deal highlights how athlete-driven media platforms are now core assets in sports business strategy. For brands, betting operators, and rights holders, partnering with players who carry both cultural and digital clout is becoming as valuable as securing broadcast airtime. Betr’s play with the Ball brothers demonstrates how gaming, media, and athlete influence are converging — and how future sports brands will need to operate as lifestyle ecosystems, not just platforms.
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