The National Football League has continued its embrace of legalized sports betting by naming DraftKings as the league’s first official daily fantasy partner.
As part of the multiyear partnership, DraftKings will gain exclusive access to NFL branding across its fantasy platform. The two parties will also collaborate on a variety of content and product offerings on the DraftKings DFS mobile app, as well as integrations across NFL Media properties.
The partnership, though, does not include any promotional rights for sports betting.
“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, the DraftKings chief executive officer.
The league’s official embrace of daily fantasy, codified through this deal, represents a marked turnaround from much more uneasy stance the league previously held with it several years ago.
The NFL remains the only major North American sports league not to have a fully-fledged sports betting partner.
In July, DraftKings signed a deal to become the first ‘Official Daily Fantasy Game of the PGA Tour’.