One of the U.S. regulated sports betting industry’s most depraved promotions appeared three years ago, when DraftKings tried to turn the anniversary of 9/11 into a parlay.
On Sept. 11, 2023, DraftKings marked the 22nd anniversary of the horrific Sept. 11 attacks with a sports betting promotion called “Never Forget.”
Yeah, that really happened.
The Infamous DK Sept. 11 Promo
On Sept. 11, 2023, DraftKings offered users a preset parlay with three New York teams: the Yankees, Mets, and Jets. All three had to win that day for the bet to cash.
The promotion appeared on the anniversary of the events that killed nearly 3,000 people at the World Trade Center, the Pentagon, and aboard United Airlines Flight 93.
After widespread outcry on social media, DraftKings pulled the wager.
“We sincerely apologize for the featured parlay that was shared briefly in commemoration of 9/11,” the company said at the time. “We respect the significance of this day for our country and especially for the families of those who were directly affected.”
“It is shameful to use the national tragedy of 9/11 to promote a business,” Brett Eagleson from the advocacy organization 9/11 Justice told the Associated Press in 2023.
DraftKings did not disclose how many customers placed the wager before removing it.
New York Slammed DraftKings
New York gambling regulators publicly condemned DraftKings using words such as “reprehensible” and “appalled,” and met with company executives over the incident.
DraftKings reportedly changed its internal review procedures. New York did not announce a fine over the incident.
The episode remains a glaring example of how aggressively gambling companies have sought events or narratives they can convert into ads or promos. LeBron James later agreed to partner with DraftKings.
In 2026, prediction markets such as Kalshi and Polymarket have taken heavy criticism for their marketing and promotions. Even so, it’s worth remembering that one of the worst examples ever came from a state-regulated platform.
In recent years, sports betting has become the “new opioid crisis,” according to a former U.S. Surgeon General.
