DraftKings and NBCUniversal announced a multi-year advertising and sponsorship deal yesterday. The agreement covers NBCUniversal’s entire sports portfolio across television, streaming and digital platforms.
The partnership gives DraftKings exclusive integration rights across properties that include the NFL, NBA, WNBA and NCAA sports. It also extends to the PGA TOUR, Ryder Cup and Premier League.
NBCUniversal’s Peter Lazarus, EVP of NBC Sports, called DraftKings “an industry leader and marketplace innovator” in yesterday’s announcement. He noted the company has “dominated the sports betting market” for over a decade.
DraftKings CMO Stephanie Sherman described NBCUniversal as “an iconic name in sports entertainment” and called the deal a “landmark multi-year agreement.”
Why This Deal Strengthens DraftKings’ Market Position
The partnership puts DraftKings in front of tens of millions of sports viewers year-round. That’s significant reach in the expanding US sports betting market.
DraftKings gets exclusive sponsorship rights in online sports betting, iGaming, daily fantasy sports, online lottery products and horse wagering. No other betting operator can access these categories through NBCUniversal’s sports programming.
The timing matters too. DraftKings posted $157.9m in net income during Q2 2025. Adjusted EBITDA hit $300.6m for the quarter.
Sherman said the partnership will “augment our industry-leading live betting capabilities.” The deal positions DraftKings to connect its betting platform with live sports action as it happens.
What NBCUniversal Properties DraftKings Will Access
The deal includes some of sports media’s biggest events. Super Bowl LX, NBA All-Star Weekend and the 2026 FIFA Men’s World Cup on Telemundo all fall under the agreement.
DraftKings will be featured across regular season coverage too. That includes NFL games, NBA broadcasts and NCAA football and basketball programming throughout each season.
The company also gets opportunities to work with NBCUniversal talent for fan engagement initiatives. These collaborations aim to enhance the viewing experience, though specific details weren’t released yesterday.
How This Changes the Sports Betting Experience
Sherman emphasised the deal will “deliver a customer experience that moves at the speed of sports.” She highlighted plans to bring NBA and other action to viewers in new ways.
The agreement lets DraftKings integrate betting features throughout NBCUniversal’s sports coverage. Lazarus said combining NBCUniversal’s sports entertainment with DraftKings’ betting platform will “transform the viewer experience.”
This comes as NBCUniversal prepares what Lazarus called “an unprecedented slate of sports programming” for upcoming seasons.
The agreement positions DraftKings across a year-round schedule of major sports coverage. That consistent presence reinforces its role in the US digital gaming market during a period of continued expansion.
And it gives DraftKings a media footprint that competitors can’t easily replicate through other broadcast partnerships.
