As sports betting ads contribute to growing gambling harm throughout society, DraftKings and NBC announced a new deal to give sports fans even more of them.
On Sept. 29, 2025, DraftKings announced a “landmark multi-year agreement” with NBCUniversal. “This deal marks a significant milestone for both companies, expanding DraftKings’ presence in sports broadcasting through one of its largest and most impactful multi-platform agreements to date,” a press release said.
“Our presence throughout NBCUniversal’s sports ecosystem will not only engage fans in powerful new ways but also augment our industry-leading live betting capabilities,” a DraftKings representative said.
“Together, we will deliver a customer experience that moves at the speed of sports, bringing the thrill of NBA and other top action to life while staying true to our shared passion for innovation, excitement, and the unforgettable experiences that live sports inspire.”
What’s in the DraftKings-NBC Deal
Under the agreement, DraftKings ads will be featured across NBCUniversal’s portfolio of sports coverage — the NFL, PGA TOUR, Premier League, NCAA football/basketball, NBA, and WNBA.
The deal includes Super Bowl LX and the 2026 FIFA Men’s World Cup on Telemundo. The NBA All-Star Weekend is also part of the arrangement, which was announced just a day before FanDuel and Amazon unveiled their NBA gambling deal.
DraftKings acquired exclusive access to “a wide range of integrations” across linear, streaming (Peacock), and digital.
The betting operator said it will be “uniting audiences during some of the most thrilling moments in sports.”
Unfortunately, sports betting through an app is often not a social activity and can exacerbate feelings of loneliness rather than fostering connection among people.
DraftKings will also leverage NBCUniversal’s celebrities to promote gambling. Celebrity endorsements of betting can be particularly harmful for young viewers.
DraftKings has an existing partnership with the NBA’s LeBron James.
The DraftKings-NBC deal includes more than sports betting. Depending on the the state, DraftKings can run ads for online casinos, daily fantasy sports, online lottery, and horse betting.
More than 30 states permit online sports betting, while far fewer sanction online casino gambling.
Why Gambling Ads are a Problem
Online sports betting harm existed before the rise of state-sanctioned sports betting in 2018.
However, gambling ads proliferated when states gave betting apps the green light.
State regulators have crafted rules to ensure that betting ads from companies like DraftKings include a hotline number and language about “responsible” gambling.
Moreover, ads can’t be directly designed to appeal to minors. Most DraftKings states have a legal sports betting age of 21, but some are 18+.
Still, critics argue for the need for strong guardrails, such as restrictions on when betting companies can run ads. Running ads during a live broadcast is controversial because minors may be exposed to them.
The use of celebrities is also controversial because these figures have a significant influence on young people.
Betting addiction statistics show that the vast majority of younger sports bettors believe they can reliably make money from gambling.
DraftKings-NBC Partnership and the SAFE Bet Act
The pending federal SAFE Bet Act appears to have long odds, but if enacted, it would tremendously complicate a partnership like that between DraftKings and NBC.
The SAFE Bet Act would:
- Prohibit sports betting broadcast advertising between 8 a.m. to 10 p.m. local time
- Ban sports betting advertising during live sporting events
- Prohibit sports betting advertisements designed to induce gambling with “bonus,” “no sweat,” “bonus bets,” “odds boosts,” or similar promotions
- Prohibit sports betting advertising designed to show the audience how to gamble or explain how wagers work
- Ban reckless or purposeful targeting of problem gamblers, individuals suffering from gambling disorder, or individuals ineligible to place a bet, including those under 21.
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