DraftKings Becomes First Official NFL Daily Fantasy Partner

DraftKings.com is now the official daily fantasy partner of the NFL.

In a press release issued Thursday morning, the NFL announced it has named DraftKings as its first ever Official Daily Fantasy Partner.

The press release explains DraftKings and the NFL will cross promote one another through the DraftKings app and NFL media properties, collaborate on content and product offerings and more. DraftKings will also gain access to NFL branding, video and stats for its daily fantasy product.

This is the first partnership of its kind for the NFL. DraftKings has reached similar partnerships with the MLB, the NHL and the PGA. FanDuel has a similar deal in place with the NBA. Both also have deals in place with individual NFL teams, but nobody has managed to snag the entire NFL until now.

Here’s DraftKings CEO Jason Robbins on the deal:

“This is a defining moment in the industry, and we are thrilled to become the first daily fantasy sports partner to enter into a formal relationship with the NFL. Throughout our discussions with the League, it was evident we share a common vision around the future of fan engagement, and we are excited to continue on this unique journey with the NFL as our Official Daily Fantasy Partner.”

And here’s Renie Anderson, NFL Chief Revenue Officer and Executive VP of NFL Partnerships:

“Daily fantasy football has been a tremendous vehicle for fans of all types to deepen their engagement with the NFL. We’re thrilled to partner with DraftKings, a clear leader in the daily fantasy space, as they continue to innovate and provide our millions of fans additional ways to interact with and enjoy the NFL.”

Relaxed Rules Make Partnerships Like This Possible

The NFL made sure to specify in its announcement that this deal does not extend to DraftKings’ sports betting operations, but even this partnership would not have been possible under previous NFL rules regarding sponsorships and gambling.

Not too long ago, NFL rules prohibited teams from selling sponsorships to casinos and fantasy sports sites that also operate sportsbooks. That rule was relaxed last year so that teams may now partner with casinos or fantasy sports sites that are involved in sports betting. However, teams are still prohibited from working with sportsbooks directly or participating in revenue sharing deals with casinos.

The rule change allows individual teams and the league itself to continue existing partnerships and reach new agreements with fantasy providers such as DraftKings that have expanded into sports betting following last year’s Supreme Court decision.

Several NFL teams have struck deals with casino operators since then. The Ravens and Horseshoe Casino in Baltimore reached an agreement last year while the Cowboys and WinStar World Casino did the same. Neither of those casinos offer sports betting, but it is a sign teams are growing more comfortable cozying up to gambling.

More recently, the New York Jets renewed their partnership agreement with 888casino in New Jersey and the NFL itself reached an agreement with Caesars Entertainment. Both of these deals do involve organizations that are involved in sports wagering. The 888 deal stands out in particular as it is the first between a major US team and an online-only gambling operator.

The NFL fought sports betting tooth and nail right up until last year’s fateful Supreme Court decision but now stands to reap the rewards of legalization. The American Gaming Association estimated last year that the NFL could see annual revenue increase by as much as $2.3 billion due to increased viewership, data deals and sponsorships.