DraftKings Enters into Multi-year Advertising Agreement with NBCUniversal
DraftKings Inc. announced that it has entered into a multi-year advertising agreement with NBCUniversal to execute exclusive integrations and digital sponsorships across NBCUniversal’s top-tier sports properties, including premier national coverage. This deal marks a significant milestone for both companies, expanding DraftKings’ presence in sports broadcasting through one of its largest and most impactful multi-platform agreements to date.
“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,” said Stephanie Sherman, Chief Marketing Officer at DraftKings.
Under the agreement, DraftKings will be featured across NBCUniversal’s extensive portfolio of sports properties, spanning the NFL, PGA TOUR, Ryder Cup, Premier League, NCAA football and basketball, NBA, WNBA, and more. The deal also includes NBCUniversal’s tentpole events, including Super Bowl LX, NBA All-Star Weekend, and the 2026 FIFA Men’s World Cup on Telemundo. This broad, multi-sport integration strategy grants DraftKings exclusive access to a wide range of integrations and will connect the company with tens of millions of fans across a year-round calendar of marquee events, uniting audiences during some of the most thrilling moments in sports. By leveraging NBCUniversal’s expansive reach and premium sports content, DraftKings will engage fans across linear, streaming, and digital ecosystems. The agreement will also create opportunities for DraftKings to work with NBCUniversal’s talent and further strengthen DraftKings’ position as a leader in delivering immersive sports entertainment experiences. Also, as part of this deal, DraftKings has the exclusive right to receive integrations and purchase digital sponsorships in several categories, including online sports betting, iGaming, daily fantasy sports, online lottery products, and online horse wagering categories.
“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,” said Peter Lazarus, Executive Vice President NBC Sports, Sports & Olympics, Advertising and Partnerships.
