DraftKings Partners Amazon for Thursday Night Football

  • DraftKings will be the exclusive provider of both pre-game and in-game odds for TNF
  • The operator will run TNF-themed promotions through the DraftKings Sportsbook
  • The NFL season is the most active time of year for DK bettors, according to Sherman
  • Amazon is the exclusive home for TNF, paying $1.2bn a year for the rights in 2021
Football fans celebrating
DraftKings is a new multi-year sponsor for Thursday Night Football on Amazon Prime Video. [Image: Shutterstock.com]

A multi-year agreement

DraftKings is now a sponsor for Amazon’s Thursday Night Football (TNF) broadcast. The sports betting operator announced the news on Tuesday, with the multi-year relationship kicking off on September 15 when the Kansas City Chiefs play the Los Angeles Chargers.

exclusive provider of both pre-game and in-game odds

As a result of the agreement, DraftKings will serve as the exclusive provider of both pre-game and in-game odds for TNF on the Prime Video network. TNF-themed promotions will also run on the DraftKings Sportsbook throughout the NFL season.

The partners have not yet revealed any financial terms of the sponsorship agreement.

Improving the viewing experience

In a statement released on Tuesday, DraftKings chief marketing officer Stephanie Sherman said the NFL season is the operator’s most active time of the year.

Both parties have a commitment to constantly improving the experience of their customers, according to Sherman. She believes that the deal with Amazon will help to “bring millions of viewers a premium and enhanced experience during TNF on Prime Video all season long and for years to come.”

Amazon Ads head of NFL sales Danielle Carey also welcomed the deal with DraftKings, believing that the betting operator will bring more excitement and insight to fans. She went on to say how “DraftKings content will contribute to lively pregame discussions, fan engagement, and, perhaps, some bold predictions from our on-air talent.”

Like DraftKings, other US betting operators have signed similar broadcaster agreements. Already this month, FanDuel went live with its own 24/7 sports betting-focused television network.

A huge level of interest

DraftKings is one of the leading US betting operators, with online and/or retail sportsbooks available in 19 states. It also offers daily fantasy sports contests and online casinos.

analysts include Richard Sherman and Ryan Fitzpatrick

Amazon, meanwhile, is the exclusive home for TNF, having entered an 11-year deal worth $13bn in March 2021. It is the first time that a streaming service has season-long, exclusive rights to showcase NFL games in the US. Former NFL players that will serve as Amazon analysts include Richard Sherman and Ryan Fitzpatrick.

DraftKings’ interest in NFL broadcasting is understandable given the huge amount of attention the league receives from bettors. Recent American Gaming Association research estimates that a record 46.6 million Americans plan to bet on games during the course of this season. About half of those people plan to wager through an online sportsbook.

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