DraftKings confirmed on 29 September that it signed a long-term advertising partnership with NBCUniversal, which places the betting brand directly inside NBCUniversal’s wide sports portfolio. The agreement includes rights with the NFL, NBA, NCAA football, NCAA basketball, PGA Tour events, Premier League soccer, and the Ryder Cup broadcasts. This deal further stretches into major events such as Super Bowl LX, NBA All-Star Weekend, and the 2026 FIFA Men’s World Cup on Telemundo.

Leaders from both companies presented the collaboration as a large cross-platform connection joining a sports media giant with a major operator in betting. DraftKings chief marketing officer Stephanie Sherman explained the contract improves the company’s ability to reach fans instantly, especially when offering live betting services. She noted in the announcement: “Our role across NBCUniversal’s sports network will engage fans differently while also strengthening our live betting functions already leading the industry.”

DraftKings gains exclusive sponsorship positions in several verticals, such as online sports betting, iGaming, daily fantasy sports, online lottery, and horse wagering under the deal. That exclusivity secures Boston-based DraftKings a wide presence across NBCUniversal’s platforms that cover streaming services, digital content, and traditional broadcast channels.

A Timely Partnership

NBCUniversal executives stressed the importance of timing for the agreement as the company prepares for what it describes as an unmatched sports schedule. “There is no other operator we could bring into our sports properties portfolio like this,” NBC Sports executive vice president Peter Lazarus said. He continued: “Joining our strength in sports programming with DraftKings’ operational abilities will reshape the way audiences consume content.”

The agreement shows the fast connection between US sports broadcasters and gambling operators, where networks pursue new revenue and betting firms aim for larger exposure in competitive markets. DraftKings, which has expanded its national advertising operations across recent years, now treats the NBCUniversal deal as one of its broadest and biggest agreements.

Through combining traditional television, digital distribution, and streaming integration, DraftKings prepares to reach tens of millions of American viewers across the sports calendar. That stronger exposure will not just support recognition of the brand but also create higher fan activity during major sporting events.