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NFL, DraftKings announce formal partnership in daily fantasy sports

DraftKings Moves Into Its New Boston Office Photo by David L. Ryan/The Boston Globe via Getty Images

DraftKings and the NFL announced on Thursday the launch of a formal partnership in the daily fantasy sports space. The NFL has selected DraftKings to serve as its first official daily fantasy partner. This deal is specific to the daily fantasy sports space, and does not include any promotional rights related to sports betting. DraftKings will gain access to NFL branding, video, stats, and more for its DFS offerings.

This is quite the departure from the NFL’s previous stance. Although team owners were able to get involved in the space, the NFL elected to stay away. The 2018 Supreme Court decision striking down a nationwide prohibition on sports betting has resulted in a reworking of what sports leagues are now comfortable with, particularly when it comes to a company like DraftKings.

Below is the pertinent aspects of the press release announcing the launch.

The National Football League (NFL) and sports technology and entertainment company DraftKings Inc. today announced a landmark partnership to make DraftKings the first-ever Official Daily Fantasy Partner of the League. This distinctive deal includes exclusive sponsorship of the daily fantasy sports (DFS) category with access to NFL branding and more across DraftKings’ suite of DFS products and content platforms.

DraftKings’ partnership with the NFL aims to further enhance the customer experience around the sport that has proven to be by far the most popular, both domestically and abroad, with nearly 90 percent of all DraftKings customers having played in an NFL daily fantasy contest.

“This is a defining moment in the industry, and we are thrilled to become the first daily fantasy sports partner to enter into a formal relationship with the NFL,” said Jason Robins, Chief Executive Officer at DraftKings. “Throughout our discussions with the League, it was evident we share a common vision around the future of fan engagement, and we are excited to continue on this unique journey with the NFL as our Official Daily Fantasy Partner.”

“Daily fantasy football has been a tremendous vehicle for fans of all types to deepen their engagement with the NFL,” said Renie Anderson, Chief Revenue Officer and Executive Vice President of NFL Partnerships. “We’re thrilled to partner with DraftKings, a clear leader in the daily fantasy space, as they continue to innovate and provide our millions of fans additional ways to interact with and enjoy the NFL.”

As part of the agreement, the NFL and DraftKings will collaborate on a variety of content and product offerings that fans can engage with on the DraftKings DFS app, as well as integrations across NFL Media properties. The DraftKings-NFL partnership does not include any promotional rights for sports betting.