DraftKings announced Thursday a major deal to be the “Official Sportsbook and Daily Fantasy Partner” with UFC. The gaming company will offer a special freeplay pool for the upcoming UFC 259 pay-per-view this Saturday.
DraftKings Partners With UFC
UFC was a major contributor to keeping DraftKings sportsbook handle and revenue afloat during the shutdown of most major sports during the start of the pandemic. The site saw a major increase in action for the PPVs and smaller events, while the company went public last spring.
“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 in a statement.
“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.”
Debuting Saturday will be the UFC Fight Clock, which provides four opportunities in the Octagon for fighters, officials, and spectators to see how much time remains in the round.
DraftKings will sponsor the clock. In addition, broadcasts will integrate DK’s odds and DFS pricing, along with other branding opportunities on UFC programming and digital media.
“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.”