DraftKings has lauded a “ground-breaking” collaboration that sees the gaming, sports betting, and DFS operator says marks “one of the most significant” in Ultimate Fighting Championship history.

This saw the Boston, Massachusetts headquartered firm be named the first official sportsbook and daily fantasy partner of the mixed martial arts group. DraftKings has also become the presenting partner of the UFC Fight Clock.

“This is a massive deal that will benefit UFC, DraftKings, and most of all the fans,” stated Dana White, UFC president. “DraftKings is the best at what they do in the betting and daily fantasy space, and unlike other sports, UFC has no off season. 

“The action will be non-stop for fans of UFC and DraftKings. This is the most important deal we’ve ever done to increase engagement with our fans and reach new ones, and I’m looking forward to all the exciting things we’re going to do with DraftKings over the next few years.”

As a result of the link-up, the sports technology and entertainment company will now be able to offer in-game promotions, activations, in-broadcast odds integrations and UFC branding across its daily fantasy and betting products, as well as possessing the rights to use official UFC marks and logos. 

On a weekly basis, DraftKings will also provide fans with free-to-play UFC games as well as enhanced prop bets and other sportsbook opportunities. 

“Combat sports, and UFC in particular, have scaled significantly across both our sportsbook and daily fantasy verticals, evolving from a niche offering to a high-demand category that we believe will only grow further as we innovate,” commented Jason Robins, DraftKings co-founder, CEO and executive chairman

“While DraftKings and UFC have previously collaborated on specific events, we are proud to become official partners and explore even more impactful integrations that prioritise the fan experience.”