Published on: September 29, 2025, 12:29h.
Updated on: September 29, 2025, 12:29h.
- Sportsbook operator claims it’s among its most significant media agreements to date
- DraftKings will appear in numerous NBC sports broadcasts, including Super Bowl LX
DraftKings (NASDAQ: DKNG) and NBCUniversal have announced a comprehensive advertising partnership that will showcase the gaming company’s promotions during major sporting events, including Super Bowl LX and NBA All-Star Weekend.
The exact financial details of this multi-year agreement remain undisclosed, but it is set to significantly enhance DraftKings’ visibility across various NBCUniversal platforms, including sports broadcasts on the parent network, The Golf Channel, NBC Sports, the Peacock streaming service, and Telemundo.
“By utilizing NBCUniversal’s vast audience and high-quality sports content, DraftKings will connect with fans across linear, streaming, and digital channels,” the statement reveals. “This agreement will also open doors for DraftKings to collaborate with NBCUniversal’s talent, further solidifying DraftKings’ status as a frontrunner in delivering engaging sports entertainment experiences.”
As part of the deal with NBCUniversal, DraftKings, located in Boston, will also acquire exclusive rights to purchase digital sponsorships in various sectors, including online sports betting, iGaming, daily fantasy sports, online lottery products, and online horse wagering categories.
Strategically Timed Partnership for DraftKings
Despite criticisms surrounding the surge in sports betting advertising in recent years, and some gaming companies reducing marketing budgets to boost profitability, the partnership with NBCUniversal could yield substantial returns for DraftKings. The timing is indeed strategic.
NBC is set to resume broadcasting NBA games this season and will air Super Bowl LX in February. Additionally, its networks will broadcast the Winter Olympics, beginning on February 6, 2026. This indicates numerous high-profile events where DraftKings’ advertising will be prominent.
“Under this agreement, DraftKings will be prominently featured across NBCUniversal’s extensive array of sports properties, including the NFL, PGA TOUR, Ryder Cup, Premier League, NCAA football and basketball, NBA, WNBA, and beyond. The deal encompasses NBCUniversal’s major events, such as Super Bowl LX, NBA All-Star Weekend, and the 2026 FIFA Men’s World Cup on Telemundo,” according to the press release.
DraftKings already has a notable presence on NBC’s Sunday Night Football (SNF), where fantasy football expert Matthew Berry cites the sportsbook’s odds in relation to various wagers tied to the games being aired.
Amplifying Brand Recognition for DraftKings
One factor contributing to DraftKings being part of a duopoly in the US sports betting market (with FanDuel being the other) is its exceptional brand recognition, fostered through its willingness to invest in media initiatives.
This includes a content distribution partnership with Meadowlark Media and collaborations with Warner Bros. Discovery’s Turner properties and Thursday Night Football on Amazon Prime.
Although the financial specifics of the NBCUniversal agreement remain undisclosed, Sportico estimates its value to be less than $100 million annually for the broadcaster.