DraftKings Becomes Official NFL “Daily Fantasy Partner”

NFL and DraftKings DFS Deal

On Thursday, the NFL announced that DraftKings would become the league’s first “official daily fantasy sports partner.”

The deal will allow for DraftKings to display NFL branding across the DraftKings DFS site, among other collaboration. Financial details of the deal were not released.

DraftKings and NFL collaborate

The deal will call for DraftKings to display NFL branding on DraftKings DFS as well as provide DraftKings the ability to receive exclusive sponsorship opportunities. The collaboration between DraftKings and the NFL will include content on the DraftKings app that includes stats, logos, marks, data and video clips that are produced by the NFL.

DraftKings CEO Jason Robins said that the partnership serves both the daily fantasy sports site and the league as fan engagement continues to be a top priority.

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.

NFL sports betting deal next?

The move represents the first time the NFL has partnered with a daily fantasy sports site. In the past, it has refrained from endorsing DFS given its perceived proximity to sports betting. But with the tide quickly turning, the NFL undoubtedly felt the time had come to finally embrace the industry. The league joins leagues such as the MLB, NBA and NHL that have embraced daily fantasy sports through official deals. DraftKings currently boasts an 11 million player base with 90% of those customers having played a NFL contest.

The deal does not extend to DraftKings online sportsbetting platform, which has so far expanded to West Virginia and an imminent launch in Pennsylvania.

The NFL has shied away with endorsing sports betting, but also could be changing. Last week, the NFL partnered with Tabcorp, an Australian sportsbook, on a multi-year deal. That agreement calls for TAB to be labeled as the exclusive official wagering partner of the NFL in Australia. The league plans to test international jurisdictions before a future expansion into the United States sports betting market.