DraftKings and NBCUniversal announce multi-year sports collaboration

Deal secures exclusive advertising and sponsorship rights across the company’s major sports properties.

DraftKings has entered into a multi-year advertising and sponsorship agreement with NBCUniversal, covering an extensive range of sports programming across television, streaming and digital platforms. 

The deal grants DraftKings exclusive integration opportunities within NBCUniversal’s sports portfolio, including major leagues and global events.

As part of the agreement, DraftKings will be featured across properties such as the NFL, NBA, WNBA, NCAA football and basketball, the PGA TOUR, the Ryder Cup and the Premier League. 

The partnership also extends to NBCUniversal’s marquee events, including Super Bowl LX, NBA All-Star Weekend and the 2026 FIFA Men’s World Cup on Telemundo.

Stephanie Sherman, DraftKings CMO, stated: “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. 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 terms, DraftKings receives exclusive rights to certain sponsorship categories, including online sports betting, iGaming, daily fantasy sports, online lottery products and horse wagering. The company will also have opportunities to collaborate with NBCUniversal talent to enhance fan engagement.

Good to know: In Q2 2025, DraftKings posted net income of $157.9m and achieved an adjusted EBITDA of $300.6m for the quarter

In a recent CEO profile in Gaming America, Jason Robins reiterated DraftKings’ forward-looking approach and highlighted the company’s advancement strategy in the evolving gaming space.

Peter Lazarus, EVP of NBC Sports, commented: “For over a decade, DraftKings has dominated the sports betting market, serving as an industry leader and marketplace innovator. 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.”

The agreement positions DraftKings to connect with tens of millions of viewers across a year-round schedule of sports coverage, reinforcing its role in the expanding US sports betting and digital gaming markets

Carlos Mendez

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Odds tell a story long before the result does. When bettors learn to read that story properly, betting becomes a matter of discipline and value rather than emotion or guesswork.

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