DraftKings signs multi-year advertising deal with NBCUniversal

DraftKings Inc. (NASDAQ: DKNG) announced a multi-year advertising agreement with NBCUniversal for exclusive integrations and digital sponsorships across NBCUniversal's sports properties.

The agreement covers NBCUniversal's portfolio including NFL, NBA, NCAA football and basketball, PGA Tour, Premier League, WNBA, and other sports programming. DraftKings will also have presence during major events such as Super Bowl LX, NBA All-Star Weekend, and the 2026 FIFA Men's World Cup on Telemundo.

Under the deal, DraftKings receives exclusive rights for integrations and digital sponsorships in categories including online sports betting, iGaming, daily fantasy sports, online lottery products, and online horse wagering.

"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," said Stephanie Sherman, Chief Marketing Officer at DraftKings.

Peter Lazarus, Executive Vice President NBC Sports, Sports & Olympics, Advertising and Partnerships at NBCUniversal, said the partnership will "transform the viewer experience" as the company prepares sports programming.

The collaboration will span linear television, streaming, and digital platforms, connecting DraftKings with audiences across year-round sports programming. The agreement also creates opportunities for DraftKings to work with NBCUniversal talent.

DraftKings operates mobile and retail sports betting in 28 states, Washington D.C., and Ontario, Canada. The company also runs iGaming operations in five states and Ontario under its DraftKings brand and in four states and Ontario under its Golden Nugget Online Gaming brand.

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