DraftKings Becomes UFC’s First Official Sportsbook Partner in the USA and Canada

DraftKings has just announced a partnership deal that sees the brand become the UFC’s first official sportsbook and daily fantasy partner in the U.S. and Canada.

DraftKings will now be in a position to offer in-game promotions and broadcast odds during live events. The sports betting brand will also be allowed to use UFC marks and logos in its content and marketing promotions while the UFC will promote its content via its various media channels.

Speaking of the new partnership, UFC President Dana White said:

In a press release on DraftKings website, Jason Robins, DraftKings co-founder, CEO and executive chairman said:

“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. 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.”

Along with canvas sponsorship at live events, the deal also sees DraftKings become the presenting partner of the new UFC Fight Clock. This is a new innovation that will allow both the athletes and the crowd to easily see the remaining time for each round.

Lawrence Epstein, UFC senior executive vice president and chief operating officer spoke about the new fight clock:

“It’s definitely going to transform both the viewer experience and the fighter experience. You’ve seen times when fighters are looking around for a screen in the arena for how much time is left in the round. Now that information will be clearly visible to the athletes. For the viewers on TV and in the arena, the clock is so cool. We’re excited to get the fans back and get their feedback as soon as possible.”

Thomas Nielsen

Gambling industry journalist with a background in online poker and trading. Covering the regulated U.S Sports industry and the exciting world of online poker.