DraftKings lands first-ever UFC sportsbook partnership
Deal includes F2P UFC games across DraftKings’ sportsbook app and significant branding opportunities during fight nights
DraftKings has become the first sportsbook and DFS partner of the UFC in a deal that will include free-to-play UFC games on the DraftKings Sportsbook app.
The Boston-based operator has also secured the rights to offer in-game promotions during fight nights and in-broadcast odds integrations.
It will also be able to feature UFC branding across its sportsbook and DFS products.
DraftKings will become the presenting partner of the UFC’s proprietary time-keeping system, dubbed the Fight Clock.
Four UFC Fight Clocks are displayed in the octagon during fights, presenting the operator with a significant branding opportunity.
Jason Robins, DraftKings co-founder, CEO, and executive chairman, said: “Combat sports, and UFC in particular, have scaled significantly across both our sportsbook and daily fantasy verticals, evolving from a niche offering to a high-demand category that we believe will only grow further as we innovate.
“While DraftKings and UFC have previously collaborated on specific events, we are proud to become official partners and explore even more impactful integrations that prioritize the fan experience,” Robins added.
UFC President Dana White said: “This is a massive deal that will benefit UFC, DraftKings, and most of all the fans.
“DraftKings is the best at what they do in the betting and daily fantasy space, and unlike other
sports, UFC has no off season [so] the action will be non-stop for fans of UFC and DraftKings,” White added.
“This is the most important deal we’ve ever done to increase engagement with our fans and reach new ones, and I’m looking forward to all the exciting things we’re going to do with DraftKings over the next few years.”
DraftKings recently reported Q4 revenue of $322m and raised its revenue guidance for 2021 to $1bn from a prior estimate of $750m to $850m.