DraftKings Signs Multi-Year Sports Integration Deal With NBCUniversal
DraftKings is set to take an even bigger role in live sports after announcing a sweeping multi-year advertising agreement with NBCUniversal. The deal gives DraftKings a high-profile presence across NBCUniversal’s leading sports properties, putting the sportsbook and iGaming operator at the center of some of the most-watched events in the world.
DraftKings’ Largest Broadcast Partnership Yet
Under the agreement, DraftKings will gain exclusive integrations and digital sponsorships across NBCUniversal’s marquee sports coverage. This includes NFL, NBA, WNBA, PGA TOUR, Ryder Cup, Premier League, NCAA football and basketball — plus tentpole events such as Super Bowl LX, NBA All-Star Weekend, and the 2026 FIFA Men’s World Cup on Telemundo.
Stephanie Sherman, Chief Marketing Officer at DraftKings, called the deal “a multi-year agreement that brings together two industry leaders,” adding that it would enhance DraftKings’ live betting capabilities while connecting with fans “at the speed of sports.”
DraftKings’ deal extends beyond traditional sportsbook integration. The company receives exclusive access to digital sponsorships across online sports betting, iGaming, daily fantasy, online lottery products and online horse wagering — reinforcing its status as a one-stop hub for regulated real-money games.
NBCUniversal’s Unmatched Reach
NBCUniversal will feature DraftKings across linear TV, streaming, and digital platforms — effectively surrounding fans during key sports moments. The agreement also opens doors for DraftKings to collaborate with NBCUniversal talent and create new segments tied to live events.
Peter Lazarus, Executive Vice President of NBC Sports Advertising and Partnerships, said, “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.”
Launched in 2012, DraftKings has grown from daily fantasy contests to regulated sports betting and iGaming in dozens of jurisdictions. With this deal, it gains a year-round showcase across NBCUniversal’s programming, reinforcing its position as one of the most visible names in sports gaming.
DraftKings Sportsbook is now live with mobile and retail betting in 28 states and Ontario, with iGaming operations in five states and Ontario under its own brand and Golden Nugget Online Gaming. It also owns Jackpocket, the leading digital lottery courier app in the U.S.
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