Major League Baseball (MLB) has expanded its deal with DraftKings to include the live streaming of games on the sports betting and daily fantasy giant’s app.
The new agreement will see the introduction of the ‘Bet & Watch’ streaming integration, enabling fans with MLB.com and DraftKings accounts to watch one free, live game per week from the baseball league via the app.
It marks DraftKings’ first live streaming deal with a major North American professional sports league.
In addition, both parties plan to collaborate on future sports betting-themed game broadcast experiences that will live within the MLB.TV broadcast product. DraftKings is also now a co-exclusive official sports betting partner of MLB, joining BetMGM.
As part of the expanded relationship, DraftKings remains the exclusive official daily fantasy sports partner of MLB. Prior to that, the Boston-based company penned marketing agreements with 27 of the league’s teams in 2015, which sees their content integrated into DraftKings’ app.
MLB held an equity stake in DraftKings before selling it in 2019, following the decision from the US Supreme Court the previous year to allow states to legalise sports betting.
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This latest agreement also now sees DraftKings named an official sports betting partner throughout the entire MLB postseason, as well as securing on-site branding and activation opportunities during all MLB jewel events, such as the World Series.
“In 2012, MLB helped ignite the daily fantasy industry by becoming our first-ever league partner, and that same foresight has persisted over the years as our organisations look to disrupt and innovate further through this expansion,” said Matt Kalish, president DraftKings North America and co-founder.
“As we adapt and scale integrations within the constantly evolving sports landscape, MLB and DraftKings will again shape the future of fan engagement in baseball and beyond.”
Kenny Gersh, MLB executive vice president, business development, added: “For nearly a decade, our growing relationship with DraftKings has been rooted in fan engagement and the second-screen immersion of sports gaming and entertainment products.
“This next iteration of unique and experiential offerings is something we look forward to rolling out together as baseball fans continue to embrace technological advances.”
The deal continues the rise of betting-focused broadcasts in the US big leagues. Last year, the National Hockey League (NHL) signed a streaming partnership with FanDuel to air live games on the gambling firm’s Sportsbook platform. The National Basketball Association (NBA) later unveiled a betting-focused broadcast option which featured on its NBA League Pass and NBA TV networks.
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