The National Football League (NFL) has entered into a multi-year partnership with DraftKings to make the brand its first-ever official daily fantasy partner.

As part of the deal, DraftKings will gain “exclusive sponsorship of the daily fantasy sports category and get access to NFL branding and more” across ‘ platforms, according to a press release announcing the agreement.

DraftKings CEO Jason Robins commented on the collaboration: “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.

“Throughout our discussions with the League, it was evident we share a common vision around the future of fan engagement, and we are excited to continue on this unique journey with the NFL as our Official Daily Fantasy Partner.”

As part of the agreement, the NFL and DraftKings will collaborate on a variety of content and product offerings that fans can engage with on the DraftKings DFS app, as well as integrations across NFL Media properties. The DraftKings-NFL partnership does not include any promotional rights for sports betting.

Renie Anderson, Chief Revenue Officer and Executive Vice President of NFL Partnerships, added: “Daily fantasy football has been a tremendous vehicle for fans of all types to deepen their engagement with the NFL,” “We’re thrilled to partner with DraftKings, a clear leader in the daily fantasy space, as they continue to innovate and provide our millions of fans additional ways to interact with and enjoy the NFL.”

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