DraftKings is expanding its presence in sports broadcasting through a multi-year advertising agreement with NBCUniversal.
The deal marks one of the operator’s largest multi-platform agreements to date and includes exclusive integrations and digital sponsorships across NBCUniversal’s top-tier sports properties, including premier national coverage.
“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 DraftKings chief marketing officer Stephanie Sherman. “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.”
Under the agreement, DraftKings will be featured across NBCUniversal’s portfolio of sports properties, spanning the NFL, PGA TOUR, Ryder Cup, Premier League, NCAA football and basketball, NBA and WNBA, among others.
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.
As part of the 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,” said Peter Lazarus, executive vice president of 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.”
NBCUniversal had previously partnered with PointsBet, which has since sold its US business to Fanatics Betting and Gaming.
Shares in DraftKings Inc (NASDAQ:DKNG) closed at $42.32 per share in New York Friday.