DraftKings will become the first daily fantasy sports (DFS) partner of the National Football League (NFL).
Under the deal, DraftKings will have access to NFL branding for use across its DFS assets, and the companies have promised “integrations across NFL Media properties.”
“This is a defining moment in the industry, and we are thrilled to become the first daily fantasy sports partner to enter into a formal relationship with the NFL,” said Jason Robins, chief executive at DraftKings.
“Throughout our discussions with the League, it was evident we share a common vision around the future of fan engagement, and we are excited to continue on this unique journey with the NFL as our official daily fantasy partner.”
The deal does not include sports betting, a product that has emerged as a key vertical for DraftKings. Since transitioning into sports betting following the repeal of the Professional and Amateur Sports Protection Act in May 2018, launching in a number of states including Pennsylvania, New Jersey and West Virginia.
The NFL does not currently have a sports betting partner in the US, but struck a deal with Tabcorp, covering the Australian market, earlier this month.
“Daily fantasy football has been a tremendous vehicle for fans of all types to deepen their engagement with the NFL,” said Renie Anderson, chief revenue officer and executive vice president of NFL partnerships.
“We’re thrilled to partner with DraftKings, a clear leader in the daily fantasy space, as they continue to innovate and provide our millions of fans additional ways to interact with and enjoy the NFL.”