DraftKings expands MMA reach with PFL partnership
Operator inks sportsbook and DFS agreement with Professional Fighters League following UFC link-up
DraftKings has put pen to paper on a multi-year agreement to become the official sportsbook and DFS partner of the Professional Fighters League (PFL).
The PFL is the second-largest MMA organisation in the world and uses the familiar US sports regular and post-season format for individual fighters.
Under the remit of the agreement, DraftKings’ live odds will be integrated into PFL broadcasts across ESPN and streaming platforms, including the PFL’s pre-fight talk show.
The Boston-headquartered operator’s logo will feature in and around the cage on PFL events, while DraftKings will be granted the exclusive use of PFL imagery and branding for marketing and advertising purposes.
Additionally, DraftKings will tap into the PFL’s SmartCage technology which captures and distributes real-time fighter data, which will in turn be integrated across broadcast, social and digital channels.
The SmartCage technology allows bettors to wager on such markets including whether or not a fighter will land a strike exceeding 25mph during a bout.
Ezra Kucharz, DraftKings chief business officer, said: “MMA is mainstream. The fan is young, loyal, passionate, and engaged, and PFL delivers an innovative product.
“We look forward to bringing a premium betting and fantasy experience to this growing audience in what is a monumental partnership for combat sports and the gaming industry,” he added.
In March, DraftKings secured a similar partnership with rival MMA organisation the UFC across sportsbook and DFS.