DraftKings and ESPN Launch New “Bet Your Bracket” Feature for NCAA March Madness
DraftKings and ESPN have unveiled new plans to introduce account linking between the DraftKings Sportsbook and ESPN platforms, a move designed to deepen fan engagement ahead of the upcoming NCAA March Madness tournaments.
The new integration represents the latest expansion of the long-running DraftKings–ESPN partnership and reflects the broader convergence between sports media and regulated sports betting across the U.S. market.
The announcement was made during the MIT Sloan Sports Analytics Conference in Boston, where DraftKings and ESPN detailed plans to introduce account linking for customers, allowing users to connect their DraftKings Sportsbook accounts directly with their ESPN profiles.
Once launched, the integration will enable a more connected experience between sports content, bracket competitions, and betting opportunities during one of the most heavily wagered events in U.S. college sports.
Account Linking to Connect Media and Betting
Through the new feature, users will be able to link their DraftKings Sportsbook and ESPN accounts directly within the DraftKings sports betting app, which continues to expand across regulated U.S. markets, including the company’s mobile sportsbook launch in Missouri in December 2025.
The account linking capability will allow fans to access several enhanced features designed to bridge sports content with wagering opportunities, including:
- Personalized betting insights based on the teams and competitions users follow on ESPN
- Customized sports content and recommendations linked to betting markets available on DraftKings
- A more connected user experience between live sports coverage, bracket challenges, and betting options
- Improved engagement tools that combine sports media consumption with interactive wagering
The initiative highlights a growing industry trend in which media companies and sports betting operators are working together to create more integrated fan ecosystems that combine live content, data, and wagering opportunities, a strategy that also aligns with DraftKings’ broader platform consolidation plans outlined in DraftKings’ Super App strategy targeting an $80bn U.S. market opportunity.
Stephanie Sherman, Chief Marketing Officer at DraftKings, said the new integration reflects the companies’ shared commitment to improving how fans interact with major sporting moments.
“Bet Your Bracket” Introduces Interactive Wagering
A key element of the integration will be the launch of the new “Bet Your Bracket” feature.
The feature connects ESPN’s popular Tournament Challenge bracket competition with betting opportunities available through DraftKings Sportsbook.
Fans who complete brackets through ESPN’s platform will be able to access wagering options aligned with their bracket predictions, allowing them to engage with the NCAA tournaments in a more interactive way.
The experience will cover both the men’s and women’s NCAA basketball tournaments, which attract millions of fans each year and generate significant betting activity across U.S. sportsbooks.
Personalization at the Center of the Partnership
ESPN Vice President of Betting and Fantasy Mike Morrison said the account linking feature will help deliver deeper personalization across ESPN’s sports content and DraftKings’ betting ecosystem.
The companies believe the integration will enhance fan engagement by connecting media consumption, bracket competitions, and wagering within a single user experience.
In addition to the new features, users who link their accounts will receive one free month of ESPN Unlimited as part of the launch promotion.
The account linking feature and Bet Your Bracket experience are expected to roll out ahead of the upcoming March Madness tournaments, positioning the partnership to capture one of the busiest betting periods on the U.S. sports calendar.Source : Draftkings Inc.
