DraftKings, ESPN introduce account linking and ‘Bet Your Bracket’ feature ahead of March Madness

DraftKings and ESPN have announced a new account-linking feature that will connect the DraftKings Sportsbook app with ESPN platforms ahead of the upcoming men’s and women’s college basketball tournaments

Customers who link their accounts will receive one free month of ESPN Unlimited and gain access to personalized betting options tied to their selections in ESPN’s Tournament Challenge, the network’s popular college basketball bracket game.

Once the feature goes live, DraftKings users can link their ESPN accounts by navigating to the “Bet Your Bracket” tab in the DraftKings Sportsbook app. After linking, users who created a bracket in ESPN Tournament Challenge will automatically receive customized betting opportunities aligned with their bracket picks, along with tailored suggestions throughout the tournament.

“DraftKings and ESPN share a deep passion for sports and a commitment to enhancing how fans engage with the moments that matter most—especially during the pinnacle of the college basketball season,” said Stephanie Sherman, Chief Marketing Officer of DraftKings. She added that the integration is a step toward the company’s broader vision of a nationwide “Super App,” DraftKings Sports & Casino.

Mike Morrison, Vice President of ESPN Betting & Fantasy, said the feature represents a new level of personalization for sports fans.

“The Bet Your Bracket feature during March Madness is just the start," he said. "Soon fans will be able to seamlessly track upcoming, live, and settled bets within the ESPN app and on ESPN.com, and receive bets and timely promotions based on their favorite sports, teams, players, and fantasy rosters.”

DraftKings said the collaboration reflects a deeper strategic partnership aimed at expanding interactive sports engagement. DraftKings noted that initiatives such as DraftKings Predictions are also designed to broaden participation in major sporting events in states where traditional sports betting may be limited.

As part of its long-term strategy, DraftKings has announced the launch of a new "Super App", DraftKings Sports & Casino, which will integrate Sportsbook, Predictions, Casino, and Lottery into a single platform with one account and wallet. Its daily fantasy products will remain separate.

The company also revealed plans to increase the use of artificial intelligence across its platform to drive efficiency and operating leverage.