DraftKings Partnerships in Sports and Beyond

DraftKings has made a name for itself by partnering with various sports teams and leagues. They've partnered with the NFL, MLB, and NHL to become an official daily fantasy sports partner.

Their partnership with the NFL has allowed them to create exclusive fantasy football contests and offer live in-game betting. This has given fans a new way to engage with the game.

DraftKings has also partnered with the PGA Tour to offer fantasy golf contests. Their partnership with the tour has allowed them to create unique contests and promotions.

One notable partnership is with the UFC, which has allowed DraftKings to offer fantasy contests for mixed martial arts events.

DraftKings is no stranger to partnerships, and they're using them to fuel fan engagement and drive their brand message. They've teamed up with companies like Dunkin' Donuts to create campaigns that bring their brands to life.

In the past, DraftKings has partnered with the NBA, becoming an authorized gaming operator in 2019. They've since expanded their relationship with the league to include content initiatives like NBABet Stream. This partnership allows DraftKings to integrate their odds, lines, and other gaming-centric content into the live-game experience.

DraftKings has also partnered with the NFL, with the Super Bowl representing the biggest single sporting event for them all year. They use this opportunity to connect with a captive audience and promote their brand.

DraftKings has been building its brand through creative partnerships, such as teaming up with Dunkin' Donuts to launch a campaign "Born in Boston Duo" that included out-of-home creatives and hometown-themed menu items.

This approach has fueled fan engagement and amplified DraftKings' message, showing that partnerships can be a powerful tool for brand-building.

The NFL season is DraftKings' busiest time, and they're taking advantage of the Super Bowl's massive audience to connect with sports fans.

DraftKings recently released a responsible gaming ad during the UFC 316 event, reinforcing the importance of responsible play.

The company invested $10 million in this ad campaign, which was estimated to reach a large audience during March Madness.

DraftKings is continuing to run responsible gaming ads during major sporting events, following a similar approach to other operators in the industry.

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DraftKings and FanDuel have both forged partnership agreements with the NBA.

These partnerships are multi-year deals, making both companies official betting partners of the league.

The agreements give DraftKings and FanDuel marketing, content, and digital rights to integrate NBA assets with their promotions.

DraftKings will become the exclusive presenting sponsor of NBABet Stream, the league's betting-focused telecast.

This deal also allows DraftKings to activate on-site at premier NBA events, including the NBA All-Star Game and the NBA Draft.

DraftKings has been an authorized gaming operator with the NBA since 2019.

FanDuel will be able to create and feature NBA game highlights across its various platforms.

FanDuel will also be the exclusive presenting partner of the weekly NBABet Show co-produced by Turner Sports.

Fans can choose to see FanDuel odds displayed on the Games page of NBA.com.

FanDuel has been the official DFS partner and authorized gaming operator of the league for seven years.

Both DraftKings and FanDuel have demonstrated a commitment to investing in the intersection of betting and content.

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Delta Air Lines is also getting in on the action, reportedly partnering with DraftKings to bring gaming to 35,000 feet above ground.

Delta is seeking to build out its gaming portfolio, but it's not clear what specific games or features will be available.

This partnership sets up a potential showdown between airline and casino lobbyists, with the latter likely fighting the collaboration for fear of losing out in the sky.

FanDuel unveiled a new responsible gaming tool called Real-Time Check-in at SBC Americas in Ft. Lauderdale, Florida, on May 14, 2025.

This tool is powered by machine learning to monitor deposit amounts and gaming sessions, and if a user makes a deposit that is larger than usual, they are prompted to keep themselves in check.

The Real-Time Check-in tool is similar to DraftKings' "My Stat Sheet" in that it's another way for players to keep track of their habits while engaging in sports betting.

By monitoring activity, the hope is that players can effectively self-regulate their bet size, deposits, and gaming sessions.

FanDuel's efforts in responsible gaming set the tone for other operators to follow suit in emphasizing player safety.

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DraftKings' partnerships with non-sports brands like Tums, DiGiorno, and Samuel Adams were a great fit because they allowed the company to get added exposure beyond its core audience.

These partnerships were specifically around big tentpole moments, such as the Super Bowl, which is the perfect stage to connect with a captive audience of millions of viewers.

Food and sports make for a great pairing, so it's no surprise that DraftKings enjoyed coming up with ideas that seamlessly merged their brands with these non-traditional marketing activations.

By collaborating with like-minded brands, DraftKings was able to deliver exciting offerings that were authentic to both brands, creating buzz and building another layer of fan engagement during the game.

This approach allowed DraftKings to tap into its platform with free-to-play pools, delivering a different kind of experience that went beyond a traditional ad buy.

DraftKings took a strategic approach to these partnerships, maximizing key moments leading up to the Super Bowl through a variety of local and digital tactics.

The company's consistent brand voice was an important part of its marketing efforts, and the success of its recent season-long campaign and last year's Super Bowl commercial made it an easy decision to continue building on that momentum for the 2023-2024 NFL Playoff campaign.

DraftKings is approaching partnerships as a brand-building tool by creating opportunities that fuel fans and drive engagement in a creative way. They aim to amplify their brand's message while finding synergies between companies on the local level.

The company has successfully partnered with fellow Boston-based company Dunkin' Donuts to launch a campaign called "Born in Boston Duo" that included out-of-home creatives and hometown-themed menu items. This campaign brought the two brands together while incorporating messaging and offers that were authentic to both.

DraftKings sees the NFL season as their busiest time on the sports calendar, with the Super Bowl being the biggest single sporting event for them all year. This event draws a lot of attention from millions of viewers who tune in for the game and to see ads from various brands.

By partnering with Delta Air Lines, DraftKings is seeking to build out its gaming portfolio, which could potentially bring their brand to a new audience 35,000 feet above ground. This partnership has set up a showdown between airline and casino lobbyists, with the latter likely fighting the collaboration.

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