DraftKings, NBC Enter Into Multi-Year Partnership

By Bill Speros Sep 29th, 2025 10:28 AM EDT

DraftKings will be the exclusive sportsbook featured across NBC/Universal's sports broadcast and digital platforms, under a multi-year deal announced Monday.

This DraftKings-NBC deal represents DK's "most impactful" deal to date, a company release said. No financial terms were released.

The book remains entwined with FanDuel for the top tier of market share across North America. DK advertising and branding will appear during the Peacock's NFL, NBA, PGA Tour and other broadcasts/digital streams.

DraftKings now enjoys space during NBC's Super Bowl 60 broadcast in February, and its Telemundo feed during the 2026 World Cup.

NBC previously partnered with PointsBet during that book's run in North America earlier in this decade. DraftKings and Fanatics eventually ended up in a bidding war for the PointsBet North American property, a fight won by Fanatics at a cost of $225 million in 2024.

Deal Brings Together "Two Industry Leaders"

“We are proud to join forces with NBCUniversal, an iconic name in sports entertainment, in a landmark multi-year agreement that brings together two industry leaders,” said Stephanie Sherman, Chief Marketing Officer at DraftKings in a release. “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."

Look for DraftKings during the following events:

• Sunday Night Football
• PGA Tour
• Ryder Cup
• Premier League
• NBA & WNBA
• NCAA Football (Big Ten)
• 2026 World Cup (Telemundo)
• Super Bowl LX

DraftKings now owns exclusive right to receive integrations and purchase digital sponsorships in several categories, including online sports betting, iGaming, daily fantasy sports, online lottery products, and online horse wagering categories.

“For over a decade DraftKings has dominated the sports betting market, serving as an industry leaderand marketplace innovator,” said Peter Lazarus, Executive Vice President NBC Sports, Sports & Olympics, Advertising and Partnerships, in a release.

A DK spokesperson said the book continues its partnership with Barstool Sports.

Sportsbook/Media Partnerships Have Rocky History

Since the 2018 PASPA decision that allowed sports betting to be legalized nationwide, major platforms and networks have struggled with their sports betting partnerships.

In addition to PointsBet and NBC, FOX Sports consolidated FOX Bet with FanDuel. The, FanDuel shuttered the brand in 2023. CBS held an official partnership with William Hill that began in 2020. It officially ended when William Hill was consolidated into Caesars Sportsbook in 2023.

ESPN and PENN Entertainment joined forces in 2023. That came on the heels of PENN selling Barstool Sports back to Dave Portnoy for $1 after spending $551 million to buy the brand in 2020. But ESPN BET continues to rank in the lower tier of books in those states where numbers are reported. PENN pays ESPN $150 million per year to market its online sportsbook. Their 10-year deal has a 3-year opt out that could be executed come November of 2026.

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