Leading New Jersey sportsbook, DraftKings and popular MMA franchise, the UFC have entered into a massive multi-year sponsorship agreement. The online sportsbook’s, (the Garden State’s second-most popular) 5-year long agreement with the UFC will include integration across the range of UFC assets including Daily Fantasy Sports (DFS) and becoming the UFC’s first-ever official sportsbook.
According to media reports, the 5-year deal is in the $350 million ballpark, with $250 million provided for marketing and media obligations plus an additional $100 million in cash rights fees.
What the DraftKings – UFC Deal will incorporate
The agreement will allow for the UFC to show DraftKings betting odds in its fight night broadcasts, with the online DFS and sports betting brand also evolving to become the presenting partner of the ‘UFC Fight Clock’, the MMA franchise’s new proprietary time-keeping system.
That DraftKings-branded clock will be integrated directly into UFC’s production technology and it will permit fans, officials and the athletes themselves in the arena to see the same countdown clock each round the broadcast is seen nationwide. In the octagon itself, there will be up to four UFC Fight Clocks on view.
The scope of the deal also allows for DraftKings to present a branded presence on the ring canvas at select UFC fight events and during the entire Dana White Contender Series. Additionally, DraftKings will have a number of sponsorship integrations within UFC content on both digital and linear platforms, including pay-per-views (PPVs), live broadcasts, social media platforms, and programming on the exclusive UFC Fight Pass over-the-top (OTT) platform.
For New Jersey sports betting fans and UFC betting aficionados in particular, DraftKings will now be able to offer them a range of in-game promotions and will take up rights to use UFC branding across its DFS and betting products with live links for easy-linked consumer access to the online sportsbook.
DraftKings will also offer a selection of enhanced prop bets, free-to-play DFS games and other innovative online sportsbook opportunities to its throng of fiercely loyal sports betting customers. The first of those activations came into play for sports bettors on 6 March for bouts on the UFC 259 fight card with a pool contest on offer that delivered a $10 000 cash prize.
“This is a massive deal that will benefit UFC, DraftKings, and most of all the fans,” said legendary UFC president Dana White.
“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”, the UFC boss concluded.
Jason Robins, DraftKings Co-Founder, Chief Executive and Executive Chairman also came out strong voicing his support of the UFC deal;
“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” Robins said in an interview.
Emphasizing that UFC fans and DraftKings’ customers will be the real winners in the deal, Robins concluded;
“While DraftKings and UFC have previously collaborated on specific events, we are proud to become official partners and explore even more impactful integrations that prioritize the fan experience.”
New Jersey sports bettors will be hoping that DraftKings come up with more exciting deals like they did for UFC 259. One particularly exciting promo offered Garden State bettors 100-1 odds on either fighter in the championship bouts to land a single punch – an almost guaranteed win.
We’re looking forward for DraftKings to come up with more exciting promotions like this for UFC 260 and beyond.