By Alan Snel of LVSportsBiz.com
Las Vegas-based UFC and DraftKings announced a big partnership deal Thursday that outlines a plan for DraftKings to become UFC’s first-ever “Official Sportsbook and Daily Fantasy Partner” in the United States and Canada.
DraftKings will offer in-game promotions, activations, in-broadcast odds integrations and UFC branding across its daily fantasy and betting products and will o use official UFC marks and logos.
DraftKings will also provide fans with free-to-play UFC games as well as enhanced prop bets and other innovative sportsbook opportunities.
Ahead of UFC 259 on March 6, DraftKings has launched a free-to-play UFC pool with $10K in prizing, available for fans to enter and compete nationwide.
“This is a massive deal that will benefit UFC, DraftKings, and most of all the fans,” UFC President Dana White said.
“DraftKings is the best at what they do in the betting and daily fantasy space, and unlike other sports, UFC has no off season,” White said. “The action will be non-stop. 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.”
The Sports Business Journal reported that the five-year deal is worth $350 million — $250 million in media and marketing obligations and $100 million in cash rights fees.
SBJ’s Terry Lefton wrote today, “. . . a principal asset in the deal will be new match clocks affixed to the octagon, carrying the DraftKings logo, along with the match time. Some matches will have as many as four of the branded clocks. Other assets in the deal include branding on the octagon canvas, sponsor integration within UFC programming, along with social and digital media.”
DraftKings’ statement:
“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,” said Jason Robins, DraftKings co-founder, CEO and executive chairman. “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.”
SBJ noted, “Six years ago, DraftKings signed on as the UFC’s official fantasy sports sponsor, failing to renew after just a year.”
PSA