WWE has tabbed DraftKings as an Official Gaming Partner, with the two set to collaborate on new free-to-play games as soon as Wrestlemania in two weeks. [Image: Shutterstock.com]
Free-to-play pools coming
WWE has announced that DraftKings is now an Official Gaming Partner of the company. The partnership, subject to regulatory approval in applicable jurisdictions, will see the two work together to create products for fans centered on WWE events.
The deal was highlighted on DraftKings’ Twitter page on Monday:
DraftKings will provide its free-to-play pools product to the wrestling organization as part of the deal. The first free-to-play pool will launch next month as part of the two-night WrestleMania event.
Just in time for Wrestlemania
As part of the new agreement, DraftKings now has an exclusive license for media assets along with in-game branding during pay-per-view events. Fans of the WWE and customers of the sports betting operator will be provided access to special contests.
DraftKings will create free-to-play pools, products, digital promotions, and programs centered around WWE action.
DraftKings Chief Business Officer Ezra Kucharz commented on the WWE, pointing out the sports and entertainment company as a cultural icon. The company is excited to be working with the WWE and looks forward to introducing its fanbase to DraftKings services.
helps fuel the engagement and drama of WWE’s signature matchups and storylines
Kucharz said: “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.”
WWE will highlight the partnership during WrestleMania at Raymond James Stadium in Tampa, April 10-11. Peacock plans to stream footage live in the United States starting at 8pm ET.
The event will take place in front of a smaller crowd because of COVID-19 restrictions. The WWE’s reach is vast, however, with hundreds of millions of fans ready to tune in this year. In 2020, fans viewed WWE videos 967 million times across the organization’s social media and digital channels.
UFC partnership deal
The new agreement with the WWE comes just a few weeks after DraftKings signed an extensive five-year partnership with the Ultimate Fighting Championship (UFC). The brand is now the exclusive sports betting and daily fantasy partner of the organization.
The agreement is reportedly worth over $350m, with $250m in media and marketing obligations. The remaining $100m is cash rights fees.
With the partnership, DraftKings will provide in-fight promotions and integrate odds within broadcasts of UFC matches. The company also has the right to use UFC logos and branding, plus provide free-to-play games to fans.