Back

UFC Sign USD$350 Million Betting Deal With Draftkings

T
he Ultimate Fighting Championship (UFC) have signed a five-year partnership with betting agency Draftkings, who becomes the first official sportsbook and daily fantasy partner in the United States and Canada in mixed martial arts (MMA) history.

According to EPSN, the deal is worth USD$350 million (AUD$454 million), broken down into USD$250 million (AUD$324 million) for media and marketing obligations, and USD$100 million (AUD$130 million) in cash rights fees.

Draftkings co-founder, chief executive, and executive chairman, Jason Robins, said the rise of the UFC and Draftkings makes them a good match.

“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,” Robbins said.

The deal involves showing Draftkings betting odds during fights, with the brand jumping on as presenting partner of the “UFC Fight Clock”, with four countdown clocks visible in the octagon.

Other parts of the agreement allow Draftkings to have numerous sponsorship integrations with the UFC on broadcast platforms and social media, as well as being able to offer in-game promotions, activations, and rights to use UFC branding across its products.

UFC president, Dana White, said the deal will benefit all parties.

“This is a massive deal that will benefit UFC, Draftkings, and most of all the fans,” White said.

“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,” he said.

The UFC have recently been expanding their brand into the streaming universe, signing partnerships in China and with video app, Tiktok.