- DraftKings and NBCUniversal (NBCU) announced a multiyear promoting deal granting the sports betting platform exclusive integrations and digital sponsorships across NBCU’s top-tier sports properties, based on details shared with Marketing Dive.
- The agreement will see DraftKings featured across NBCU’s portfolio of sports properties including the NFL and NBA, and through tentpole events including Super Bowl LX, NBA All-Star Weekend and the 2026 FIFA Men’s World Cup on the Telemundo TV network.
- DraftKings also has exclusive rights to receive integrations and buy digital sponsorships in plenty of categories. The deal will help expand the betting platform’s reach year-round and arrives as consumer interest in sports betting continues to grow.
DraftKings is strengthening its foothold in sports broadcasting through its partnership with NBCU, a move that might redefine how betting platforms and broadcasters work together to spice up their reach and revenue. The tie-up comes on the heels of a banner 12 months for NBC Sports, which delivered its most-watched 12 months since 2016 in 2024.
Through the deal, DraftKings will likely be featured across NBCU properties including the NFL, PGA Tour, Ryder Cup golf competition, Premier League, NCAA football and basketball, NBA, WNBA and more. The platform can even have a presence at major events including the Super Bowl, which in its most up-to-date iteration achieved its largest viewership to this point, based on Nielsen. FanDuel, which is the most important U.S. sportsbook by market share, reported that wagering on the 2024 Super Bowl peaked at nearly 70,000 bets per minute.
With the deal, DraftKings also has exclusive rights to receive integrations and buy digital sponsorships in plenty of categories, including online sports betting, online lottery products, each day fantasy sports, iGaming and online horse wagering categories. The partnership moreover will foster opportunities for DraftKings to work with NBCU talent to assist the platform develop immersive entertainment experiences. The deal spans NBCU’s linear, streaming and digital ecosystems and marks considered one of DraftKings’ largest multiplatform agreements to this point, per release details.
The partnership arrives as interest in sports betting continues to grow, with Americans having bet nearly $150 billion on sports in 2024. Revenue inside the sports betting industry is predicted to top $17 billion this 12 months. Sports betting, which became possible in May 2018, is now legalized in 38 states, along with the District of Columbia and Puerto Rico. Beyond FanDuel, other sportsbooks and competitors to DraftKings include BetMGM, ESPN Bet and Fanatics, nonetheless, DraftKings and FanDuel currently command over 70% market share.
Beyond its deal, DraftKings has been an energetic marketer. In March, the sportsbook launched a multimillion-dollar responsible gaming campaign that riffed on Kenny Rogers’ classic tune “The Gambler.” Prior, the platform utilized a brand new ad format for connected TV from ad-tech company Perion that dynamically integrates brand ads into live events.
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