DraftKings has just announced a partnership deal that sees the brand become the UFC’s first official sportsbook and daily fantasy partner in the U.S. and Canada.
DraftKings will now be in a position to offer in-game promotions and broadcast odds during live events. The sports betting brand will also be allowed to use UFC marks and logos in its content and marketing promotions while the UFC will promote its content via its various media channels.
There will also be weekly free-to-play UFC games for all DraftKings customers alongside enhanced prop bets. The brand has started the ball rolling ahead of UFC 259 on March 6th with a free-to-play UFC pool that offers $10k in prizes.
Speaking of the new partnership, 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. The action will be non-stop for fans of UFC and DraftKings. 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.”
In a press release on DraftKings website, 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.”
Along with canvas sponsorship at live events, the deal also sees DraftKings become the presenting partner of the new UFC Fight Clock. This is a new innovation that will allow both the athletes and the crowd to easily see the remaining time for each round.
Lawrence Epstein, UFC senior executive vice president and chief operating officer spoke about the new fight clock:
“It’s definitely going to transform both the viewer experience and the fighter experience. You’ve seen times when fighters are looking around for a screen in the arena for how much time is left in the round. Now that information will be clearly visible to the athletes. For the viewers on TV and in the arena, the clock is so cool. We’re excited to get the fans back and get their feedback as soon as possible.”
The news comes ahead of potential legislative moves that could see sportsbooks in Canada allowed to offer single-event sports betting.
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