DraftKings has partnered with the National Football League (NFL) but not for sports betting.
In a joint press statement released on Thursday, the NFL named DraftKings as the league’s first-ever official daily fantasy partner.
Although DraftKings has moved into the realm of US sports betting with DraftKings Sportsbook, this partnership only covers fantasy sports games. The NFL is not directly partnered with DraftKings Sportsbook, despite the overlap between sports betting and daily fantasy sports.
What’s covered in the deal?
Under the multi-year deal, DraftKings will gain access to NFL branding across gaming and content platforms and exclusive NFL sponsorship opportunities in the daily fantasy space.
The league will also work to integrate the DraftKings brand into content across the NFL’s media properties.
Jason Robins, CEO of DraftKings, said: “This is a defining moment in the industry, and we are thrilled to become the first daily fantasy sports partner to enter into a formal relationship with the NFL.
“Throughout our discussions with the League, it was evident we share a common vision around the future of fan engagement, and we are excited to continue on this unique journey with the NFL as our official daily fantasy partner.”
The NFL and gambling
For several years now, the NFL has worked to keep its distance from gambling, but it looks as if the league is slowly warming up to the prospect of working with gambling companies.
Renie Anderson, Chief Revenue Officer and Executive Vice President of NFL Partnerships said: “Daily fantasy football has been a tremendous vehicle for fans of all types to deepen their engagement with the NFL.
“We’re thrilled to partner with DraftKings, a clear leader in the daily fantasy space, as they continue to innovate and provide our millions of fans additional ways to interact with and enjoy the NFL.”
With this partnership, the NFL now has a daily fantasy partner in DraftKings, a sports betting data partner in Sportradar and a casino partner in Caesars Entertainment. The league has yet to enter into a formal agreement with a sportsbook.
The rest of the major US sports leagues have inked sports betting deals. The NBA has partnered with MGM, FanDuel and the newly launched Fox Bet. The NHL has struck partnerships with MGM, FanDuel and William Hill. Major League Baseball is also partnered with MGM.