The Ultimate Fighting Championship (UFC) has forged an agreement with DraftKings, which has been earmarked as ‘one of the most significant partnerships’ in the mixed martial arts (MMA) promotion’s history.
Through the five-year arrangement – which is worth $350 million according to ESPN – the sports technology and entertainment firm will become the UFC’s official sportsbook and daily fantasy partner in the United States and Canada.
DraftKings’ branding will receive increased exposure on the Octagon canvas at select UFC events and during Dana White’s Contender Series. The collaboration also includes sponsorship integrations within UFC content on linear and digital platforms, including live broadcasts, social media assets, and programming on the UFC Fight Pass streaming platform.
“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,” explained Jason Robins, DraftKings Co-Founder, CEO and Executive Chairman.
“While DraftKings and UFC have previously collaborated on specific events, we are proud to become official partners and explore even more impactful integrations that prioritise the fan experience.”
In addition, DraftKings will become the presenting partner of the UFC Fight Clock, the MMA organisation’s new proprietary time-keeping system which provides fighters and fans with the most accurate time-keeping system in combat sports.
UFC President, Dana White, added: “This is a massive deal that will benefit UFC, DraftKings, and most of all the fans. 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.”
DraftKings will offer in-game promotions, activations, in-broadcast odds integrations and UFC branding across its daily fantasy and betting products, and will possess rights to use official UFC marks and logos.