DraftKings, NBCUniversal Ink Expansive Advertising Agreement
Posted on: September 29, 2025, 12:29h.
Last updated on: September 29, 2025, 01:00h.
- Sportsbook operator says it’s one of its biggest media deals to date
- DraftKings will be featured across a variety of NBC sports broadcasts, including Super Bowl LX
DraftKings (NASDAQ: DKNG) and NBCUniversal announced a wide-ranging advertising agreement Monday that will bring the gaming company’s spots to some of the broadcaster’s biggest sporting events, including Super Bowl LX and NBA All-Star Weekend.
Financial terms of the multiyear agreement weren’t disclosed, but it will enhance DraftKings’ visibility across a variety of the media company’s platforms, including sports broadcasts on the parent network, The Golf Channel, NBC Sports, the Peacock streaming service, and Telemundo, among others.
By leveraging NBCUniversal’s expansive reach and premium sports content, DraftKings will engage fans across linear, streaming, and digital ecosystems,” according to a statement. “The agreement will also create opportunities for DraftKings to work with NBCUniversal’s talent and further strengthen DraftKings’ position as a leader in delivering immersive sports entertainment experiences.”
As part of the deal with NBCUniversal, Boston-based DraftKings also gains exclusive rights to “purchase digital sponsorships in several categories, including online sports betting, iGaming, daily fantasy sports, online lottery products, and online horse wagering categories.”
Good Timing for DraftKings in NBC Deal
While there’s been considerable criticism regarding the proliferation of sports betting advertising in recent years — and some gaming companies have pared marketing expenditures to increase profitability — the deal with NBCUniversal could pay dividends for DraftKings. Good timing explains why.
NBC returns to broadcasting NBA games this season, and it’s the network on which Super Bowl LX will air in February. Its family of networks will also air the Winter Olympics, which start on Feb. 6, 2026. That implies a lot of marquee upcoming events in which DraftKings advertising could be seen.
“Under the agreement, DraftKings will be featured across NBCUniversal’s extensive portfolio of sports properties, spanning the NFL, PGA TOUR, Ryder Cup, Premier League, NCAA football and basketball, NBA, WNBA, and more. The deal also includes NBCUniversal’s tentpole events, including 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 presence on NBC’s “Sunday Night Football” (SNF) as fantasy football personality Matthew Berry mentions the sportsbook’s odds in relation to various wagers specific to the game being broadcast.
DraftKings Gets Its Name Out There
One of the reasons why DraftKings is part of a US sports wagering duopoly (FanDuel is the other half) is because of enviable brand recognition created by the operator’s willingness to spend on media-related ventures.
That includes a content distribution agreement with Meadowlark Media as well as relationships with Warner Bros. Discovery’s Turner properties and “Thursday Night Football” on Amazon Prime.
While financial terms of the NBCUniversal agreement weren’t disclosed, Sportico reports it’s worth less than $100 million annually to the broadcaster.
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