Key Moments:
- DraftKings announced an exclusive multi-year advertising and sponsorship agreement with NBCUniversal
- The partnership covers major sports broadcasts and marquee events such as Super Bowl LX and the 2026 FIFA Men’s World Cup
- DraftKings continues to strengthen its live betting capabilities following its acquisition of Simplebet
Expanding Brand Visibility Across NBCUniversal Sports Programming
DraftKings has entered into an exclusive multi-year advertising and sponsorship partnership with NBCUniversal, aiming to accelerate its growth and reach within the sports betting industry. Through this agreement, DraftKings will gain prime placement across a diverse range of NBCUniversal’s sports coverage, spanning the NFL, NBA, NCAA football and basketball, PGA Tour events, and Premier League soccer.
This wide-ranging collaboration also includes significant exposure during global events, including Super Bowl LX, NBA All-Star Weekend, and the 2026 FIFA Men’s World Cup hosted by Telemundo.
Today, @DraftKings announced a multi-year advertising agreement with @NBCUniversal — unlocking exclusive integrations and digital sponsorships across NBCUniversal’s top-tier sports properties, including premier national coverage. 🔽 pic.twitter.com/h0irwn0K1H
— DraftKings News (@DraftKingsNews) September 29, 2025
Strategic Integration Across Multiple Platforms
The deal provides DraftKings with increased brand presence throughout NBCUniversal’s linear broadcasts, streaming platforms, and digital channels. Both companies intend to leverage the network’s on-air talent and extensive offerings to deepen audience engagement with DraftKings’ portfolio of betting products. Fans can expect to see DraftKings’ services integrated into a broad spectrum of sports content, both live and online.
“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,” said DraftKings’ Chief Marketing Officer Stephanie Sherman.
Focus on Live Betting Innovation
Although the agreement centers on advertising and sponsorship, live betting remains a fundamental component. DraftKings’ entry into NBCUniversal’s sports ecosystem is set to enhance its live wagering experience for sports fans. The company has demonstrated its commitment to this area through recent moves, including last year’s investment of nearly $200 million to acquire the remaining 85% of Simplebet, a live betting technology provider.
“There is no better company to integrate into our unrivaled portfolio of sports properties,” added NBC Sports EVP of Sports and Olympics, Advertising and Partnerships Peter Lazarus. “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.”
NBCUniversal’s Growing Sportsbook Partnerships
This agreement expands NBCUniversal’s partnerships with leading sportsbooks, incorporating DraftKings as its latest high-profile collaborator. DraftKings continues to solidify relationships as an official partner for numerous major leagues and also maintains media partnerships with outlets such as Warner Bros. Discovery’s Turner properties and Amazon’s Thursday Night Football. At present, DraftKings serves as the presenting sponsor for the NFL RedZone broadcast.
NBCUniversal has a history of engaging the sports betting sector, previously signing a five-year, nearly $500 million partnership with PointsBet in 2020. That deal also featured elements like equity options and affiliate fees. In early 2023, the partnership terms were renegotiated, shifting focus toward regional networks following PointsBet’s decision to manage its financial obligations. Later, PointsBet announced the sale of its US operations to Fanatics, marking a pivotal change in its strategic direction.
Partnership Highlights Table
| Aspect | Details |
|---|---|
| Partners | DraftKings & NBCUniversal |
| Scope | Multi-year advertising and sponsorship (terms undisclosed) |
| Sports Coverage | NFL, NBA, NCAA, PGA Tour, Premier League, and others |
| Major Events Included | Super Bowl LX, NBA All-Star Weekend, 2026 FIFA Men’s World Cup |
| Live Betting Enhancement | Integration of DraftKings’ live betting, following acquisition of Simplebet |
- Author
Daniel Williams
