DraftKings Inc has announced a strategic sportsbook expansion and extended its existing daily fantasy sports and sports betting partnership with Major League Baseball (MLB) to now include expanded promotional rights and content inclusive of the sports betting category.
Key elements of the developed relationship include the rights to an innovative “Bet & Watch” streaming integration where fans with open and active MLB.com and DraftKings accounts will be able to watch a free, live MLB game within the DraftKings app.
DraftKings and MLB also plan to cooperate on future sports betting-themed game broadcast experiences that will live on MLB.TV. The sportsbook is now a co-exclusive Official Sports Betting Partner of MLB, joining BetMGM. It also remains the exclusive Official Daily Fantasy Sports partner of the baseball organization.
Matt Kalish, President of DraftKings North America and co-founder, commented: “In 2012, MLB helped ignite the daily fantasy industry by becoming our first-ever league partner, and that same foresight has persisted over the years as our organizations look to disrupt and innovate further through this expansion.
“As we adapt and scale integrations within the constantly evolving sports landscape, MLB and DraftKings will again shape the future of fan engagement in baseball and beyond.”
The new agreement will see DraftKings become an Official Sports Betting Partner throughout the entire MLB Postseason and have on-site brand exposure and activation opportunities during all MLB Jewel Events.
These touchpoints embed the DraftKings brand within MLB games, debuting as part of the 2021 T-Mobile Home Run Derby, including an on-field “Hit It Here” trigger where fans will have an opportunity to win 2021 World Series tickets.
Additionally, the sportsbook is offering its customers two free-to-play pools around this year’s Home Run Derby, totaling $50,000 in prizes. While the mix of baseball, betting and branding will occur in other ways including digital odds displays, virtual signage and hospitality packages, DraftKings will also adopt several new designations in connection with the promotions of upcoming events.
Kenny Gersh, MLB Executive Vice President, Business Development, added: “For nearly a decade, our growing relationship with DraftKings has been rooted in fan engagement and the second-screen immersion of sports gaming and entertainment products. This next iteration of unique and experiential offerings is something we look forward to rolling out together as baseball fans continue to embrace technological advances.”