DraftKings Secures Multi-Year Sports Partnership with NBCUniversal
Under the agreement, DraftKings’ branding will feature prominently during coverage of major sporting properties such as the NBA, NFL and Premier League.
DraftKings has entered into a multi-year partnership with media giant NBCUniversal, granting the betting operator exclusive integrations and coverage across the broadcaster’s extensive portfolio of sports programming.
Under the agreement, DraftKings’ branding will feature prominently during coverage of major sporting properties such as the NBA, NFL and Premier League.
NBCUniversal, which brings together the National Broadcasting Company and Universal Studios, holds the rights to broadcast many of the world’s most-watched sporting events via its NBC Sports channel. The partnership ensures DraftKings will be visible to tens of millions of fans throughout the year. Stephanie Sherman, Chief Marketing Officer at DraftKings, said: “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.”
The collaboration will span multiple platforms, from linear television and streaming to social media and other digital outlets. In addition to broadcast integrations, DraftKings will also have the opportunity to utilise NBCUniversal’s on-air talent, although the specifics of this aspect have not yet been confirmed – highlighting instead the depth of commitment between the two companies.
A notable aside is that NBC once aired a Saturday Night Live sketch that lampooned gambling advertising, featuring a spoof betting brand named “Rock Bottom Kings.”
Peter Lazarus, Executive Vice President at NBC Sports with responsibility for Sports, Olympics, Advertising and Partnerships, commented:
“There is no better company to integrate into our unrivaled portfolio of sports properties. 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.”
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