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US – DraftKings announces ‘groundbreaking agreement’ with UFC
By Lewis - 4 March 2021
DraftKings and UFC have announced a ‘groundbreaking agreement’ that marks one of the most significant partnerships in UFC history.
DraftKings will become UFC’s first-ever “Official Sportsbook and Daily Fantasy Partner” in the United States and Canada.
The sports technology and entertainment company will now be able to offer in-game promotions, activations, in-broadcast odds integrations and UFC branding across its daily fantasy and betting products and will possess rights to use official UFC marks and logos.
On a weekly basis, DraftKings will also provide fans with free-to-play UFC games as well as enhanced prop bets and other sportsbook opportunities. Ahead of UFC 259 on March 6, DraftKings has launched a free-to-play UFC pool with $10,000 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,” said UFC President Dana White. “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.”
“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 prioritise the fan experience.”
