The deal, announced today (29 September), will see DraftKings integrated into NBCUniversal’s expansive sports portfolio.
This includes the NFL, NBA, NCAA football and basketball, PGA Tour events, Premier League soccer, and the Ryder Cup.
The arrangement also extends to major tentpole broadcasts such as Super Bowl LX, NBA All-Star Weekend, and the 2026 FIFA Men’s World Cup on Telemundo.
Executives from both companies framed the partnership as a major cross-platform integration between a sports media powerhouse and a leading betting operator.
Stephanie Sherman, DraftKings’ chief marketing officer, said the agreement would strengthen the company’s ability to connect with fans in real time, particularly around live betting.
She said in the announcement: “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.”
The deal grants DraftKings exclusive sponsorship rights in several categories, including online sports betting, iGaming, daily fantasy sports, online lottery, and horse wagering, according to the announcement.
That exclusivity ensures the Boston-based operator will have a dominant presence across NBCUniversal’s streaming, digital, and traditional broadcast platforms.
A well-timed partnership
NBCUniversal executives emphasised the timing of the agreement as the company prepares for what it calls an unprecedented sports calendar.
“There is no better company to integrate into our unrivalled portfolio of sports properties,” said Peter Lazarus, EVP of NBC Sports.
He added: “Combining our excellence in sports entertainment with DraftKings’ capabilities will transform the viewer experience.”
The partnership highlights the growing convergence between US sports broadcasters and gambling companies, as networks look for new revenue streams and betting operators seek broader visibility in an increasingly competitive market.
For DraftKings, which has aggressively expanded its national advertising footprint in recent years, the NBCUniversal deal represents one of its largest and most comprehensive agreements to date.
By securing integration across linear television, streaming, and digital channels, DraftKings positions itself to reach tens of millions of viewers throughout the year.
The heightened exposure is expected not only to reinforce brand recognition but also drive engagement during marquee sporting moments.
Dingnews.com 03/10/2025