WWE has designated daily fantasy sports operator DraftKings as the integrated media and entertainment firm’s new official gaming partner.
The agreement, which is subject to regulatory approval in all applicable jurisdictions, places a focus on DraftKings’ free-to-play pools product, and will launch with an inaugural offering at WWE’s two-night pop culture extravaganza, WrestleMania, next month.
Pursuant to the agreement, DraftKings will receive an exclusive license to media assets and in-game branding for WWE pay-per-view (PPV) events.
“We’re excited to enter this new agreement that makes DraftKings WWE’s first-ever free to play gaming partner,” noted Stephanie McMahon, WWE Chief Brand Officer.
“This collaboration marks a significant step in deepening engagement with our passionate fans and will provide DraftKings the opportunity to leverage the massive appeal and reach of the WWE brand.”
Additionally, both WWE fans and DraftKings customers will be able to participate in a number of integrated, free-to-play pools contests and products, and experience digital promotion and program integration.
Ezra Kucharz, Chief Business Officer at DraftKings, added: “As a cultural icon and incredible sports and entertainment company, we are thrilled to join forces with WWE and introduce its devoted fanbase to the DraftKings brand.
“This relationship helps fuel the engagement and drama of WWE’s signature matchups and storylines as audiences enjoy the second-screen experiences our products provide.”
WrestleMania is scheduled for Saturday 10 April and Sunday 11 April at Raymond James Stadium in Tampa Bay.