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DraftKings has struck a multi-year sponsorship and advertising deal with NBCUniversal, one of the largest media companies in global sports entertainment. The agreement spans television, digital, and streaming, giving DraftKings deep visibility across NBCUniversal’s massive portfolio of sports coverage.
Good to Know
The partnership secures DraftKings exclusive integration opportunities across NBCUniversal properties, ranging from the NFL, NBA, and WNBA to college football, college basketball, the PGA TOUR, Ryder Cup, and Premier League. NBCUniversal’s marquee events are also included, such as NBA All-Star Weekend, Super Bowl LX, and the FIFA Men’s World Cup in 2026 on Telemundo.
DraftKings Chief Marketing Officer Stephanie Sherman described the partnership as a major milestone:
“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. 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.”
Peter Lazarus, Executive Vice President of NBC Sports, echoed that view:
“For over a decade, DraftKings has dominated the sports betting market, serving as an industry leader and marketplace innovator. 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.”
The agreement gives DraftKings exclusive sponsorship rights in categories including online sports betting, daily fantasy sports, iGaming, lottery, and horse wagering. The operator will also have opportunities to collaborate with NBCUniversal talent, opening up new ways to engage fans while reinforcing its position in the competitive U.S. sports betting and digital gaming market.
For sports fans, the deal means they will see DraftKings more closely integrated into live broadcasts, studio shows, and streaming content year-round. With NBCUniversal hosting some of the world’s largest sports events, DraftKings will be positioned to connect with tens of millions of viewers across multiple platforms, further aligning its brand with the pace and passion of live sports.