DraftKings Inc. (NASDAQ: DKNG) and ESPN announced plans to launch account linking between DraftKings Sportsbook and ESPN platforms. The companies detailed the collaboration at the MIT Sloan Sports Analytics Conference.

The account linking feature will launch ahead of the March Madness basketball tournaments. Customers who link their accounts will receive one free month of ESPN Unlimited and access to a new "Bet Your Bracket" feature.

Through the feature, DraftKings customers can navigate to the Bet Your Bracket tab in their Sportsbook app to link their ESPN account. Fans who created brackets in ESPN Tournament Challenge will gain access to personalized betting experiences, including wagers aligned with their bracket picks and tailored suggestions.

"DraftKings and ESPN share a deep passion for sports and a commitment to enhancing how fans engage with the moments that matter most—especially during the pinnacle of the college basketball season," said Stephanie Sherman, Chief Marketing Officer of DraftKings.

Mike Morrison, Vice President of ESPN Betting & Fantasy, stated that "Account linking creates a level of personalization that no one else in the market can match." He noted that fans will eventually be able to track bets within the ESPN app and on ESPN.com, and receive promotions based on their favorite sports and teams.

The collaboration extends beyond traditional marketing arrangements, according to the companies. DraftKings operates mobile and retail sports betting in 29 states, Washington D.C., Puerto Rico, 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.

Both companies stated they will continue collaborating on responsible gaming initiatives. The information was provided in a press release statement.