Daily fantasy sports and sports betting operator DraftKings has announced what it considers a ‘historic’ partnership where the firm is named as ‘Official Gaming Partner’ of WWE, subject to regulatory approval in all applicable jurisdictions.
This partnership focuses on DraftKings’ free-to-play pools products and will be launched with an inaugural offering at the WWE’s two-night pop culture extravaganza, WrestleMania, scheduled on April 10 and 11.
“As a cultural icon and incredible sports and entertainment company, we are thrilled to join forces with WWE and introduce its devoted fanbase to the DraftKings brand,” Ezra Kucharz, DraftKings chief business officer, 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,” he added.
Under the agreement, DraftKings will be granted an exclusive license to media assets and in-game branding for WWE pay-per-view events.
Furthermore, both DraftKings customers and WWE fans will be able to join in several integrated, free-to-play pools contests and products, and take part in digital promotion and program integration.
“We’re excited to enter this new agreement that makes DraftKings WWE’s first-ever free to play gaming partner,” Stephanie McMahon, chief brand officer of WWE, said.
“This collaboration marks a significant step in deepening engagement with our passionate fans and will provide DraftKings with the opportunity to leverage the massive appeal and reach of the WWE brand,” she added.