DraftKings has announced a multi-year advertising agreement with NBCUniversal that will see exclusive integrations and digital sponsorships delivered across the broadcaster’s leading sports properties. The collaboration expands DraftKings’ footprint in mainstream sports broadcasting and represents one of its largest multi-platform agreements to date.
The deal will see DraftKings integrated into NBCUniversal’s coverage of the NFL, PGA TOUR, Ryder Cup, Premier League, NCAA football and basketball, NBA, WNBA and other sports. It also includes tentpole events such as Super Bowl LX, NBA All-Star Weekend and the 2026 FIFA Men’s World Cup on Telemundo.
Through the agreement, DraftKings will gain exclusive rights to integrations and digital sponsorships in categories including sports betting, iGaming, daily fantasy sports, online lottery and online horse wagering. The partnership will also allow DraftKings to collaborate with NBCUniversal’s on-air talent, broadening engagement opportunities across linear, streaming and digital platforms.
By leveraging NBCUniversal’s wide-reaching sports portfolio, the partnership aims to connect DraftKings with tens of millions of fans during key sporting moments across the annual calendar.
“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.”
“For over a decade DraftKings has dominated the sports betting market, serving as an industry leader and marketplace innovator,” said Peter Lazarus, Executive Vice President 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.”
