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DraftKings and NBCUniversal Partner for Multi-Year Advertising Deal
ByAinvest
Monday, Sep 29, 2025 8:31 am ET1min read
DraftKings has signed a multi-year advertising deal with NBCUniversal for exclusive integrations and digital sponsorships across top-tier sports properties, including national coverage. The agreement will feature DraftKings across NBCUniversal's extensive sports broadcast, including premier national coverage. This deal is expected to boost DraftKings' exposure and revenue.
DraftKings Inc. (NASDAQ: DKNG) has signed a multi-year advertising agreement with NBCUniversal, marking a significant milestone for both companies. The deal, announced on September 29, 2025, will feature DraftKings across NBCUniversal’s extensive sports broadcast portfolio, including premier national coverage [2].Under the agreement, DraftKings will be integrated into NBCUniversal’s top-tier sports properties, spanning the NFL, PGA Tour, Ryder Cup, Premier League, NCAA football and basketball, NBA, WNBA, and more [1]. The deal includes NBCUniversal’s tentpole events, such as Super Bowl LX, NBA All-Star Weekend, and the 2026 FIFA Men's World Cup on Telemundo [2]. 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 [2].
The agreement will also create opportunities for DraftKings to work with NBCUniversal’s talent and further strengthen its position as a leader in delivering immersive sports entertainment experiences [1]. Additionally, 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 [1].
While the financial terms of the deal were not disclosed, the partnership is expected to boost DraftKings’ exposure and revenue. The deal is part of DraftKings’ broader strategy to expand its presence in the sports entertainment sector and capitalize on the growing popularity of sports betting and iGaming [3].
DraftKings, founded in 2012, initially made its mark in the daily fantasy sports arena. The company expanded into online sports and casino gambling following a pivotal Supreme Court ruling in 2018, which allowed states to legalize online sports wagering [3]. Currently, DraftKings holds a strong position in the online sports betting and iGaming markets, operating in 28 states and offering iGaming in five states [3].
The evolving betting industry may enhance earnings for platforms like DraftKings, despite competition from rapidly growing prediction markets such as Kalshi [3]. The company’s market capitalization stands at $21.58 billion, positioning it as a significant player in the Consumer Cyclical sector, specifically within the Travel & Leisure industry [3].
The multi-year partnership between DraftKings and NBCUniversal is a testament to the growing importance of sports entertainment and the potential of online sports betting and iGaming. As the industry continues to evolve, such strategic alliances are likely to play a crucial role in shaping the future of sports entertainment.
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