UFC pinned down its first official deal with a sportsbook.
DraftKings advertised during UFC fights last year in Abu Dhabi, but this agreement takes their partnership to new heights.
The mixed martial arts promotion and DraftKings have entered a five-year partnership in a deal worth more than $100 million, per Sportico. The deal also encompasses a $250 million commitment to promote DraftKings’ UFC products.
“These guys have a platform that is second-to-none,” said Lawrence Epstein, COO of UFC to Sportico. “And that’s what makes this deal so groundbreaking.”
DraftKings gets rights to UFC logos for use across its betting and fantasy products, and the sports betting brand will be promoted on the octagon canvas at select UFC events.
The partnership will be on full display for the first time this weekend at UFC 259.
“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,” said UFC President Dana White.