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DraftKings Becomes an Official Sports Betting Partner of the NFL

by Dave Schwab - 4/20/2021

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The NFL is the most heavily bet US professional sports league in the country. DraftKings is one of the biggest legal US sportsbooks in the rapidly expanding sports betting marketplace. It is only natural that these two major entities decided to expand their current partnership.

Through a company press release dated April 15, DraftKings announced that it will become an “Official Sports Betting Partner” of the NFL. At the same time, the company announced it is extending its current status as the exclusive “Official Daily Fantasy Partner of the league.

The NFL actually added three US sportsbooks as official sports betting partners in similar agreements with FanDuel and Caesars Entertainment. All three of these companies will be able to integrate the NFL into various promotional activities.

As one of DraftKings’ co-founders and current Chairman and CEO, Jason Robins had this to say about his company’s expanded strategic partnership with the NFL:

“The way fans consume sports years from now will look drastically different, and it will be due in part to forward-thinking collaborations like our expanded relationship with the NFL today as an Official Sports Betting Partner and the exclusive Daily Fantasy Sports Partner.”

He went on to add:

“We share the same vision as the NFL on fan engagement and believe this agreement will lead to new innovations that will ultimately enhance both the product on the field and on the screen.”

Under the terms of the updated partnership, DraftKings will now be able to integrate timely sports betting content directly into NFL Media properties. Two properties mentioned in the release were NFL.com and the NFL App.

The company will also have access to the NFL’s official league data feed. Everything included is designed to enhance the fan experience. This includes the use of NFL highlights, game footage and Next Gen Stats as they pertain to player tracking through advanced technology.

Renie Anderson weighed in with the following comments as the NFL’s Chief Revenue Officer and Executive Vice President of NFL Partnerships:

“We’re thrilled to renew our relationship with DraftKings as the NFL’s exclusive Daily Fantasy Sports Partner and expand it by adding them as an Official Sports Betting Partner. For several years, DraftKings has helped find new and different ways to engage NFL fans and we expect that to increase with the evolution of legalized sports betting.”

As far as daily fantasy sports, DraftKings maintains its exclusive rights to use the NFL trademark to promote online contests. Both parties will continue to develop a variety of content and product offerings to engage fans on a personal level.

One aspect of the sports betting partner status that is unique to DraftKings as opposed to the other two US books is a prominent presence on the NFL RedZone channel and its heavy ties to fantasy football.

In an effort to further promote responsible gambling, DraftKings will “adhere to the NFL’s core integrity policies. The two parties will engage in intelligence sharing, advocacy efforts and responsible gaming education.

The significance of this entire NFL deal is the further separation of DraftKings and FanDuel as the primary players in the emerging legal US sports betting market. By partnering with the NFL, both of these books have enhanced their status as market leaders.

It was mentioned that this was a multi-year agreement. However, the financial terms of the partnership were not released in the official DraftKings’ company statement.

 

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