DraftKings signs multi-year deal with NBCUniversal
NBCUniversal and DraftKings have announced a multi-year partnership that will see the media company integrate DraftKings' advertisements into its sports offerings.
Key points:
– DraftKings will be featured across NBCUniversal’s coverage of the NFL, Premier League, NBA and more
– There will also be opportunities for DraftKings to work with NBCUniversal-contracted talent
– Sports betting giant now has exclusive rights to purchase digital sponsorships in certain categories
DraftKings and media conglomerate NBCUniversal have signed a partnership giving the betting company exclusive integrations and coverage across the TV station’s wide range of sports coverage.
A multi-year deal will see DraftKings’ branding appearing on high-profile sport products like the NBA, NFL and Premier League.
NBCUniversal brings together the National Broadcasting Company and Universal Studios, and through the former, the company is licensed to air many of the most watched sporting events and competitions in the world on its channel, NBC Sport.
The intergrations with that coverage will bring DraftKings to tens of millions of sports fans all-year round – Stephanie Sherman, Chief Marketing Officer at DraftKings had the following to say: “Our presence throughout NBCUniversal’s sports ecosystem will not only engage fans in powerful new ways but also augment our industry-leading live betting capabilities.”
Leveraging NBCUniversal’s reach means featuring across various mediums via linear viewing, streaming and on socials or other online platforms.
On top of the explicit features in sporting coverage, the announcement lays out an opportunity for DraftKings to make use of talent contracted to NBCUniversal – though it is not made clear in what capacity this would be, it does emphasise the scale of the commitment to partnership by the two companies.
Good to know: It was on NBC, during an episode of Saturday Night Live, that a sketch was aired satirising and lampooning advertising techniques by gambling companies and included a fictional company called ‘Rock Bottom Kings’
Peter Lazarus is the Executive VP at NBC Sports where he also overees departments of Sports and Olympics and Advertising and Partnerships – he commented: “There is no better company to integrate into our unrivaled portfolio of sports properties. Combining our excellence in sports entertainment with DraftKings’ industry leading capabilities will transform the viewer experience just as NBCUniversal prepares to bring an unprecedented slate of sports programming to fans everywhere.”
Recently Gaming America spoke to DraftKings CEO Jason Robins as part of the latest CEO Special where he celebrated historic recent financial results: “The business is both at the healthiest and strongest it’s ever been – and this isn’t going to be the peak. It’s poised to get better.”
In Q2, the company saw revenue hit $1.5bn, and that was before this milestone partnership with the famed New York entertainment and media company.
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