NFL Names DraftKings Daily Fantasy Partner
The NFL is continuing to embrace sports betting, announcing on Thursday a sponsorship deal to make bookmaker DraftKings its official daily fantasy partner.
Since its inception in 2012, DraftKings has gathered over 11 million daily fantasy players, providing them with betting options such as parlay, moneyline, and the spread.
“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,” said DraftKings CEO Jason Robins.
Through the deal, DraftKings will have access to an exclusive sponsorship and NFL branding. The football league and the bookmaker will jointly collaborate on and create content for the Draftkings app, such as logos, marks, and NFL-produced video clips.
According to the official statement, the partnership is aimed at “enhancing the customer experience” as almost 90% of DraftKings customers have taken part in an NFL daily fantasy contest.
In August, the NFL expanded the partnership with sports data provider Sportradar, permitting it to distribute sports information to bookmakers.