DraftKings cements its dominance with an exclusive sports media deal.
DraftKings has announced a landmark multi-year advertising and sponsorship agreement with NBCUniversal, placing the operator at the center of some of the broadcaster’s most high-profile sports programming. This strategic partnership reflects the growing convergence between major U.S. sports media companies and the betting industry, as operators and networks seek to maximize fan engagement and revenue opportunities.
Under the deal, DraftKings will become a visible and interactive presence across NBCUniversal’s expansive sports portfolio. This includes premier events such as the NFL, NBA, NCAA football and basketball, PGA Tour, Premier League, Ryder Cup, Super Bowl LX, NBA All-Star Weekend, and the 2026 FIFA Men’s World Cup on Telemundo. The agreement grants DraftKings exclusivity in key categories, including online sports betting, iGaming, daily fantasy sports, online lottery, and horse wagering.
Executives from both sides framed the partnership as a transformational opportunity. Stephanie Sherman, DraftKings’ Chief Marketing Officer, emphasized that NBCUniversal’s reach would allow the operator to connect with fans in real time, enhancing its industry-leading live betting capabilities. NBC Sports EVP Peter Lazarus noted that combining NBC’s sports portfolio with DraftKings’ betting expertise would transform the way fans engage with live events.
For DraftKings, this represents one of its largest and most comprehensive advertising deals to date, securing visibility across linear television, streaming, and digital channels. The timing is critical, as NBCUniversal prepares for an unprecedented sports calendar filled with global events that will attract massive audiences.
By embedding itself across this ecosystem, DraftKings is not only reinforcing its brand recognition but also driving deeper engagement during marquee sporting moments. The agreement underscores a broader industry trend in which sports media and betting operators are aligning to shape the future of fan interaction.
