Major League Baseball (MLB) has expanded its existing daily fantasy sports and sports betting alliance with DraftKings, which will include additional promotional rights and content inclusive of the sports betting category.
Among the key components of the expanded relationship are the rights to the ‘Bet & Watch’ streaming integration, where fans with open and active MLB.com and DraftKings accounts will be able to watch a free, live MLB game within the DraftKings app.
In addition, DraftKings and MLB plan to collaborate on future sports betting-themed game broadcast experiences that will live within the MLB.TV product.
“For nearly a decade, our growing relationship with DraftKings has been rooted in fan engagement and the second-screen immersion of sports gaming and entertainment products,” explained Kenny Gersh, MLB Executive Vice President, Business Development.
“This next iteration of unique and experiential offerings is something we look forward to rolling out together as baseball fans continue to embrace technological advances.”
DraftKings has also been named as a co-exclusive official sports betting partner of MLB, joining BetMGM, receiving on-site brand exposure and activation opportunities during all MLB Jewel Events.
Touchpoints will embed the company’s brand within MLB games and will debut as part of the 2021 T-Mobile Home Run Derby, including an on-field ‘Hit It Here’ trigger where fans will have the chance to win tickets to a 2021 World Series game, whilst DraftKings will also adopt several new designations in connection with the promotions of upcoming events.
“In 2012, MLB helped ignite the daily fantasy industry by becoming our first-ever league partner, and that same foresight has persisted over the years as our organisations look to disrupt and innovate further through this expansion,” added Matt Kalish, President DraftKings North America and Co-Founder.
“As we adapt and scale integrations within the constantly evolving sports landscape, MLB and DraftKings will again shape the future of fan engagement in baseball and beyond.”