DraftKings Inc. and ESPN have announced the launch of an account linking feature, allowing users to connect their DraftKings Sportsbook and ESPN accounts for a more personalized sports betting experience, starting with the upcoming March Madness men’s and women’s tournaments.
The new integration, detailed at the MIT Sloan Sports Analytics Conference, enables customers to access exclusive features like “Bet Your Bracket.” Fans who link their accounts will also receive one free month of ESPN Unlimited. This initiative aims to streamline engagement, especially for those participating in ESPN’s college basketball bracket game, ESPN Tournament Challenge, by automatically aligning wagers with bracket picks and providing tailored suggestions.
Stephanie Sherman, Chief Marketing Officer of DraftKings, commented on the collaboration, stating, “DraftKings and ESPN share a deep passion for sports and a commitment to enhancing how fans engage with the moments that matter most—especially during the pinnacle of the college basketball season.” She added that this integration is a natural step toward a more seamless, connected platform, aligning with DraftKings’ broader vision for its upcoming Super App, DraftKings Sports & Casino.
Mike Morrison, Vice President of ESPN Betting & Fantasy, emphasized the unique personalization offered by account linking. “The Bet Your Bracket feature during March Madness is just the start,” Morrison said. He indicated future plans include allowing fans to track upcoming, live, and settled bets directly within the ESPN app and on ESPN.com, alongside receiving personalized bets and promotions based on their favorite sports, teams, players, and fantasy rosters.
This strategic partnership extends beyond a typical marketing agreement, redefining fan interaction with sports content and betting. It complements DraftKings’ initiatives such as DraftKings Predictions, which offers interactive opportunities in states like California, Florida, and Texas. Both DraftKings and ESPN maintain a shared commitment to responsible gaming, providing tools and resources via rg.draftkings.com for customers.
DraftKings Inc., headquartered in Boston, operates as a digital sports entertainment and gaming company offering daily fantasy, regulated gaming, and digital media. Its Sportsbook is live in 29 U.
S. states, Washington, D.
C., Puerto Rico, and Ontario, Canada, while iGaming operates in five states and Ontario, Canada. ESPN provides a comprehensive suite of networks and services through its app and ESPN.com, delivering live events, on-demand content, and integrated features.
