DraftKings signs multi-year advertising deal with NBCUniversal

DraftKings has entered into a multi-year advertising agreement with NBCUniversal that will give the sports betting operator exclusive integrations and digital sponsorship opportunities across the media company’s sports portfolio, including coverage of the NFL, NBA, and upcoming tentpole events such as Super Bowl LX and the 2026 FIFA Men’s World Cup on Telemundo.

Under the agreement, DraftKings will be featured across linear, digital, and streaming platforms spanning the PGA TOUR, Ryder Cup, Premier League, WNBA, and NCAA football and basketball. It will also receive exclusive access to sponsorship categories, including online sports betting, iGaming, daily fantasy sports, online lottery products, and online horse wagering.

“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,” said Stephanie Sherman, Chief Marketing Officer at DraftKings. “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,” said Stephanie.

Peter Lazarus, Executive Vice President of NBC Sports’ advertising and partnerships division, said DraftKings was well-positioned to take advantage of the broadcaster’s wide reach.

“For over a decade, DraftKings has dominated the sports betting market, serving as an industry leader and marketplace innovator,” Lazarus 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.”

The agreement marks a shift from NBCUniversal’s previous five-year deal with PointsBet, announced in 2020 and valued at nearly $500 million over its full term. Unlike that wide-ranging partnership, which included equity and affiliate fees, the DraftKings tie-up is structured solely as an advertising commitment, with industry analysts estimating its value at below $100 million annually.

The move reflects a broader change in sportsbook marketing strategies. With legal sports betting now available to more than 67% of U.S. adults, operators are shifting from customer acquisition in newly legalized markets to brand positioning in populous non-legal states such as California, Texas, and Georgia, ahead of potential entry in the future.

DraftKings and rival FanDuel account for roughly 70% of U.S. online sports betting handle. DraftKings reported $233.2 million in sales and marketing costs in the second quarter of 2025, up 8% from a year earlier.

The company maintains other media partnerships with Warner Bros. Discovery’s Turner networks and Amazon’s Thursday Night Football. Its previous deal with ESPN ended in 2023 following the launch of ESPN Bet.