By Lou Monaco | | 2 mins
WWE Names DraftKings as an Official Gaming Partner
DraftKings has pinned down another sports organization.
On Monday, DraftKings announced it will be an official gaming partner of World Wrestling Entertainment (WWE), subject to regulatory approvals, according to a news release.
The agreement will center on DraftKings’ free-to-play pools and will launch with an inaugural free-to-play pool at WrestleMania, WWE’s two-night signature event, on April 10-11. WrestleMania will take place at Raymond James Stadium in Tampa, home of the Super Bowl champion Buccaneers, and stream live on Peacock beginning at 8 p.m.
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“As a cultural icon and incredible sports and entertainment company, we are thrilled to join forces with WWE and introduce its devoted fanbase to the DraftKings brand,” Ezra Kucharz, chief business officer at DraftKings, said in the release. “This relationship helps fuel the engagement and drama of WWE’s signature matchups and storylines as audiences enjoy the second-screen experiences our products provide.”
Betting legally on events with pre-determined outcomes is prohibited in the U.S. Betting on entertainment awards shows has been allowed in some states, however, possibly opening the door slightly.
DraftKings will receive media assets and in-game branding for WWE pay-per-view events, the release said. Additionally, WWE fans and DraftKings customers will be able to participate in a number of free-to-play pool contests and products and see digital promotions and program integration.
“We’re excited to enter this new agreement that makes DraftKings WWE’s first-ever free to play gaming partner,” Stephanie McMahon, WWE chief brand officer, said in the release. “This collaboration marks a significant step in deepening engagement with our passionate fans and will provide DraftKings the opportunity to leverage the massive appeal and reach of the WWE brand.”
Other Recent DraftKings Deals
DraftKings and UFC, the mixed martial arts organization, announced in early March that DraftKings would be the UFC’s first “Official Sportsbook and Daily Fantasy Partner” in the U.S. and Canada. It’s a deal that is valued at $350 million in cash and marketing, according to ESPN, the broadcast partner of UFC.
Just before the Super Bowl in early February, DraftKings and the NFL announced an agreement to expand their current daily fantasy sports and content partnership to Canada. The previous deal between DraftKings and the NFL was limited to the U.S. That is another move with an eye toward the future since Canada has not legalized single-event wagering, but it’s well on the way to doing so.