NBA star James Harden has signed on as a “premier creator” for the online gambling brand MyPrize, according to an announcement.
The company offers U.S.-facing “social” and “sweepstakes” gambling products. It also has an international online casino registered in the offshore gambling hub of Curaçao.
MyPrize is also seeking involvement in “prediction-market” gambling through a partnership with Crypto.com, announced in early November 2025.
Harden joins the likes of LeBron James (DraftKings) and Lonzo Ball (Betr) in promoting often-harmful and addictive online gambling. About half of online bettors report experiencing harm.
Dangerous Deal
Like similar athlete gambling promotion deals, the Harden–MyPrize partnership is billed as harmless fun.
Harden’s fans can jump into his “room,” watch him stream, and play alongside him in multiplayer casino-style games. MyPrize says more than a million players have “won” over $1 billion in prizes.
The U.S.-facing site markets itself as a free-to-play casino, but some users can use virtual “Gold Coins” and “Sweeps” currency that can be redeemed for real-world prizes.
Numerous states have condemned the sweepstakes model as an insidious and predatory form of gambling. California recently banned the sweepstakes model.
Weaponizing Harden’s Star Power
James Harden’s partnership with MyPrize will result in financial losses for his fans.
Harden’s promotion will normalize a sweepstakes casino and prediction-market product for a mainstream sports audience, including teenagers.
Research on “social casino” apps has found that these products can act as a gateway to real-money gambling, increasing betting frequency and weakening risk perception.
Studies on gambling advertising and celebrity endorsers show that sports stars and influencers can lower perceived danger. These relationships encourage people to “bet more” with the brands they promote.
Gambling addiction carries elevated risks of suicide.
Harden’s MyPrize Deal Follows NBA Gambling Scandal
In October 2025, federal prosecutors charged more than 30 people in a sweeping NBA gambling scandal involving illegal sports betting and Mafia-backed poker games.
Portland Trail Blazers coach Chauncey Billups, Miami Heat guard Terry Rozier, and former Cavs player/assistant Damon Jones were among those arrested.
Authorities alleged the group rigged high-stakes poker games and/or used insider injury and lineup information to place lucrative prop bets on NBA games, funneling millions to organized crime.
The FBI likened the case to “insider trading for the NBA,” and the league has put those involved on leave while it conducts its own investigation following the indictments.
Why Did Harden Partner With MyPrize?
The answer is money and, apparently, greed. Terms of the deal were not disclosed.
Harden gave a fluffy quote in the press release announcing the deal.
“Connecting with my fans has always been one of the best parts of what I do, and MyPrize gives me a whole new way to do that,” Harden said. “I can hop on, stream, talk, and play with people in real time. It’s real, it’s fun, and it creates a whole new level of community.”
“MyPrize is at the intersection of culture, entertainment, media, and gaming: everything that moves the world right now. That’s why I’m excited to team up with them. This is the future, and I’m hyped to help push it even further.”
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