DraftKings Inc. (NASDAQ:DKNG) stock slid slightly on Friday as the company detailed a new fan engagement initiative with Walt Disney Company (NYSE:DIS) through its ESPN platform.
The collaboration aims to connect sports betting tools with ESPN's popular bracket contests before the upcoming college basketball tournaments.
Partnership Details
Executives from DraftKings and ESPN revealed the initiative during the MIT Sloan Sports Analytics Conference.
The companies plan to allow users to link sportsbook accounts with ESPN profiles to unlock personalized betting features.
The new feature will debut ahead of the men's and women's March Madness tournaments. The annual event recently recorded its strongest television audience in more than three decades.
After connecting accounts, fans who submitted brackets through ESPN's Tournament Challenge can access tailored wagering suggestions.
Users can open the DraftKings Sportsbook application and visit the "Bet Your Bracket" section to connect accounts.
Once linked, bettors receive wagering opportunities aligned with their tournament picks. The platform will also present additional betting options during the tournament.
Executive Commentary
Stephanie Sherman, chief marketing officer at DraftKings, emphasized the company's shared focus on fan engagement.
She said, "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."
Mike Morrison, vice president of ESPN Betting & Fantasy, described the initiative as a step toward deeper personalization. He said, "Account linking creates a level of personalization that no one else in the market can match."
Morrison added that upcoming updates will allow fans to track bets within ESPN's digital platforms.
Users may also receive targeted promotions based on their favorite teams, athletes and fantasy rosters.
DraftKings continues building a broader sports platform through its planned Super App.
The upcoming DraftKings Sports & Casino application intends to unify sportsbook, gaming and entertainment features.
DKNG Price Action: DraftKings shares were down 1.77% at $25.01 at the time of publication on Friday, according to Benzinga Pro data.
Photo by Lori Butcher via Shutterstock
