DraftKings Pens Major Agreement with NBCUniversal

Gaming and betting giant DraftKings has unveiled a major new advertising and sponsorship deal with American multinational mass media and entertainment conglomerate NBCUniversal. Under this multi-year partnership, the operator will secure а presence across the broadcaster’s top sports content.

DraftKings to Be Integrated Across NBCUniversal’s Sports Programming

Per the deal, DraftKings’ brand will be integrated into NBCUniversal’s sports programming, which includes the NFL, NBA, WNBA, NCAA competitions, the Premier League, PGA Tour and Ryder Cup.

In addition to that, the deal also covers NBCUniversal’s tentpole events, which include Super Bowl LX, NBA All-Star Weekend, and the 2026 FIFA Men’s World Cup on Telemundo.

By integrating DraftKings across such a wide range of events and broadcasts, the company will be able to connect with potentially tens of millions of fans throughout the year. As a result, the operator’s betting products will gain increased visibility among sports fans, setting DraftKings up for future growth.

The agreement will furthermore create opportunities for the operator to join forces with NBCUniversal’s talent and reinforce its spot as a “leader in delivering immersive sports entertainment experiences.”

Among other things, DraftKings will also secure exclusive rights to receive integrations and buy digital sponsorships in a select number of categories, such as online sports betting iGaming, DFS, online lottery, and online horseracing wagering.

A Landmark Agreement for Both Parties

The partnership was celebrated as a major accomplishment for both parties. Executives commented on the agreement, with Stephanie Sherman, DraftKings’ chief marketing officer, saying that her team is proud of this landmark multi-year agreement with NBCUniversal.

Sherman called the broadcaster “an iconic name in sports entertainment” and said that it will not only engage fans but also empower DraftKings with enhanced 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.

Stephanie Sherman, CMO, DraftKings

DraftKings’ drive for innovation within the sports betting sector was praised by Peter Lazarus, executive vice president of NBC Sports, Sports & Olympics, Advertising and Partnerships. Lazarus emphasized the fact that DraftKings has been dominating the market for years and said that there was “no better company” to integrate into NBCUniversal’s “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.

Peter Lazarus, EVP, NBC Sports, Sports & Olympics, Advertising and Partnerships

In other news, DraftKings just came under fire due to alleged accessibility issues related to its website.