Eternal Lady

What is Eternal Lady?

Last Saturday, on the same day that Ohio State University made its season debut in college football, James teased a new commercial relationship with Polymarket. James, an ardent Buckeyes’ supporter, posted a brief video on social media platform X, where he announced his partnership with the controversial platform. While college football fans watched Ohio State thrash Miami (Ohio) 56-3, industry stakeholders wondered aloud which athletes would join “King James”.

After all, James indicated in the post that more details would be forthcoming. By Tuesday, the stakeholders received their answer when Polymarket aired a splashy ad that received more than 15.5 million views on James’ X page.

Following an extended three-day holiday for Labor Day Weekend, Polymarket went live with a colourful 90-second spot directed by award-winning filmmaker Peter Berg, the director of the acclaimed television series Friday Night Lights. The spot, which featured the likes of Eli Manning, Derek Jeter, Richard Sherman, John Leguizamo and Spike Lee, among other celebrities, coincided with the launch of Squads, a new social experience within the US Polymarket app.  

How to play Eternal Lady

Counsell took the helm in February 2025 following Marcus Boyle’s departure in January last year.

Evans, who chairs Stop Scams UK, an initiative she founded in 2019 to unite banks, technology companies and telecom providers to combat payment fraud, will assume the position on 30 September, commencing a five-year term.

The DCMS has said she brings extensive experience from her long-standing career in public protection and financial crime prevention.

About Eternal Lady

In 2025, Brazil collected almost BRL10 billion ($1.97 billion) in tax revenue from the licensed sector. In the first seven months of this year alone, BRL8.7 billion generated by the activity was delivered to public coffers. The Federal Revenue Service itself estimates that the sector should reach BRL16 billion in revenue during 2026.

Besides revenue collection, another concern is legal and economic. Companies have paid over BRL2.5 billion for licences since the sector’s regulation. Certainly, the end of the activity would lead to litigation to recover the amounts paid and compensation for investments made. Furthermore, the revenue from betting is already included in the Annual Budget Law and the Budget Guidelines Law, which define the priorities for federal government spending.

What worries the sector is not just the threat of drastic measures against legalised betting. So far, the government has consistently fallen short in its attempts to curb the illegal market, which still represents almost half of the segment.