Online operator DraftKings has become the first official sportsbook and daily fantasy partner of mixed martial arts (MMA) organization, the Professional Fighters League (PFL).
The multi-year partnership will begin with the availability of wagering on PFL on DraftKings’ platform across the US, pending regulatory approvals.
Live DraftKings odds will also be integrated into each PFL broadcast across ESPN networks and streaming platforms, as well as during PFL’s pre-fight show. In September 2020, ESPN agreed a deal with DraftKings to promote its Daily Fantasy Sports products.
In addition, the operator will offer cash prizes together with PFL-branded pools tied to the league’s regular season, playoffs and championship events.
During broadcasts, DraftKings logos will be featured in and around the cage, and the operator has received the exclusive rights to use PFL logos and “official partner” branding for advertising and promotions.
It will also collaborate with PFL to create exclusive, themed content across both organizations’ social and digital platforms.
DraftKings said the partnership would give MMA fans a unique viewing and wagering experience, via the use of PFL’s SmartCage technology, which captures and distributes real-time fighter data and analytics such as punch speed, fighter tracking, heart rate and caloric burn.
The operator said using this kind of data will eventually allow it to offer innovative prop bets, such as whether a fighter will land a punch exceeding 25 miles per hour in speed.
“We are excited to further our relationship with the Professional Fighters League as their first official betting and daily fantasy partner,” said Ezra Kucharz, chief business officer of DraftKings.
“MMA is mainstream. The fan is young, loyal, passionate, and engaged, and PFL delivers an innovative product. We look forward to bringing a premium betting and fantasy experience to this growing audience in what is a monumental partnership for combat sports and the gaming industry.”
Peter Murray, chief executive of PFL, added: “We’re thrilled to partner with DraftKings as we look to advance the sport by delivering a premium and unique betting and gaming experience to the millions of passionate MMA fans in the US.”
This marks the latest sponsorship deal DraftKings has undertaken in the area of combat sports.
In November last year, the operator acted as the official sports betting partner of a boxing match between former undisputed heavyweight world champion Mike Tyson and former four-division world champion, Roy Jones Jr.
In March this year, DraftKings went on to become the official sportsbook and daily fantasy partner of the world’s largest MMA organization, the Ultimate Fighting Championship (UFC).
Later that month, it struck a deal to become the official gaming partner of WWE, the US-based wrestling entertainment promoter.
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