DraftKings announced one of its largest partnerships yet Monday morning, entering into an extensive advertising deal with NBCUniversal.
The agreement includes “exclusive integrations and digital sponsorships” across top sports events on NBC platforms.
“We are proud to join forces with NBCUniversal, an iconic name in sports entertainment, in a landmark multi-year agreement that brings together two industry leaders,” said Stephanie Sherman, chief marketing officer at DraftKings. “Our presence throughout NBCUniversal’s sports ecosystem will not only engage fans in powerful new ways but also augment our industry-leading live betting capabilities.
“Together, we will deliver a customer experience that moves at the speed of sports, bringing the thrill of NBA and other top action to life while staying true to our shared passion for innovation, excitement, and the unforgettable experiences that live sports inspire.”
DraftKings exposure in big events
NBCUniversal carries a long list of sports, meaning the DraftKings brand will be visible across broadcasts of the NBA, NCAA football and basketball, NFL, PGA and more.
The deal also includes a couple of key upcoming events:
- Super Bowl LX in early February
- NBA All-Star Weekend in mid-February
- 2026 FIFA Men’s World Cup on Telemundo next summer
Not just sports betting
While this deal is specifically about sports betting, the agreement opens up exclusive advertising opportunities for DraftKings.
DraftKings can buy digital sponsorships across many other gaming categories including online casino, daily fantasy sports, online lottery products and online horse betting.
“For over a decade DraftKings has dominated the sports betting market, serving as an industry leader and marketplace innovator,” said Peter Lazarus, executive VP of NBC Sports, Sports & Olympics, Advertising and Partnerships. “There is no better company to integrate into our unrivaled portfolio of sports properties. Combining our excellence in sports entertainment with DraftKings’ industry leading capabilities will transform the viewer experience just as NBCUniversal prepares to bring an unprecedented slate of sports programming to fans everywhere.”
