The US sports betting and daily fantasy sports giant has teamed up with another professional sports organisation.
The online sports betting giant DraftKings has become the first official sports betting and daily fantasy partner of the Professional Fighters League (PFL).
Since being formed in 2018, the PFL has become one of the most popular mixed martial arts (MMA).
DraftKings and the PFL
The deal will begin with the availability of betting on PFL events via DraftKings US sportsbook, pending regulatory approvals.
Live DraftKings odds will also be integrated into each PFL broadcast across ESPN networks, streaming platforms, and the PFL’s pre-fight show.
This comes after DraftKings inked a deal with ESPN to promote its daily fantasy sports products in September last year.
The sportsbook operator will also offer cash prizes in partnership with PFL-branded tied to the league’s regular season, playoffs, and championship events.
During PFL broadcasts, the DraftKings logo will be featured in and around the cage and DraftKings has been granted the exclusive rights to use PFL logos and the term “official partner” for advertising and promotional purposes.
DraftKings will also work with the PFL to create exclusive, themed content across both parties’ social and digital platforms.
According to the announcement, the partnership will give MMA fans a unique viewing and betting experience through the use of PFL’s “SmartCage technology” which captures and shares real-time fighter data and analytics.
Peter Murray, CEO of the PFL, said: “We’re thrilled to partner with DraftKings as we look to advance the sport by delivering a premium and unique betting and gaming experience to the millions of passionate MMA fans in the US.
“Our SmartCage technology and unique season format are integral components of PFL and will enable us to offer unmatched prop bets and gaming opportunities. MMA’s league is back with our season debut this Friday, April 23 in primetime on ESPN2, ESPN+ and ESPN Deportes.”
Ezra Kucharz, Chief Business Officer of DraftKings, said: “We are excited to further our relationship with the Professional Fighters League as their first official betting and daily fantasy partner.
“MMA is mainstream. The fan is young, loyal, passionate, and engaged, and PFL delivers an innovative product. We look forward to bringing a premium betting and fantasy experience to this growing audience in what is a monumental partnership for combat sports and the gaming industry.”
Another combat sports partnership for DraftKings
The deal with the PFL marks the latest partnership between DraftKings and a combat sport.
In November 2020, the sports betting giant was selected as the official sports betting partner of the boxing match between the former undisputed heavyweight world champion Mike Tyson and former four-division world champion, Roy Jones Jr.
Last month, DraftKings became the official sports betting and daily fantasy partner of the Ultimate Fighting Championship (UFC) which is the largest MMA sports body in the world.
In March DraftKings also became the official gaming partner of the US wrestling promoter WWE.