Within hours of terminating its sports betting partnership with Penn Entertainment, ESPN has struck a new deal for DraftKings to serve as its exclusive official sportsbook and odds provider.
Effecting from 1 December, DraftKings’ products will be integrated across ESPN’s ecosystem with a full rollout expected in 2026.
Fans will be able to enjoy betting features and access to offerings including DraftKings’ sportsbook, daily fantasy, and DraftKings Pick6 at launch.
ESPN BET will shift to a sports betting content brand with DraftKings Sportsbook integrations, anchored by ESPN’s betting show, ESPN BET Live, and dedicated social and digital channels.
“Our betting approach has focused on offering an integrated experience within our products,” said ESPN chairman Jimmy Pitaro. “Working with DraftKings, a leader in the space, will allow us to build upon that foundation, continue to super-serve passionate sports fans and grow our ESPN direct-to-consumer business. We are excited about this new collaboration with DraftKings.”
DraftKings will also play a major role across ESPN’s digital platforms, powering the betting tab within the ESPN app, while its customers will receive special promotions for ESPN Unlimited, ESPN’s newly launched direct-to-consumer product.
“ESPN’s unmatched visibility across the world of sports make this collaboration a natural fit,” said Jason Robins, CEO and co-founder of DraftKings. “As an innovative leader in digital sports entertainment, DraftKings is uniquely positioned to integrate our technology and products with ESPN’s iconic brand and storytelling power.
“Together, we’re delivering a seamless, engaging, and responsible experience that elevates how fans connect with live sports.”
DraftKings and ESPN will also collaborate to advance their shared commitment to responsible gaming, by dedicating prominent assets to educate, raise customer awareness and promote responsible play through campaigns and integrations.
DraftKings operates in 28 states and in Washington DC and Ontario, Canada, and has more than 10 million customers across its products.
Earlier on Thursday, Penn Entertainment and ESPN agreed to end their sports betting partnership after failing to meet their market share performance targets.
Shares in DraftKings Inc (NASDAQ:DKNG) closed 0.21 per cent higher at $27.98 per share in New York Thursday, but fell by 7.72 per cent in pre-market following the release of its Q3 financial results.