DraftKings has unveiled what it calls a “historic” partnership that sees the firm designated as ‘Official Gaming Partner’ of WWE, subject to regulatory approval in all applicable jurisdictions.
The collaboration centres on DraftKings’ free-to-play pools product, and will launch with an inaugural offering at WWE’s two-night pop culture extravaganza, WrestleMania, on April 10 and 11.
“As a cultural icon and incredible sports and entertainment company, we are thrilled to join forces with WWE and introduce its devoted fanbase to the DraftKings brand,” stated Ezra Kucharz, chief business officer at DraftKings.
“This relationship helps fuel the engagement and drama of WWE’s signature matchups and storylines as audiences enjoy the second-screen experiences our products provide.”
Pursuant to the agreement , DraftKings will receive an exclusive license to media assets and in-game branding for WWE pay-per-view events.
Additionally, both WWE fans and DraftKings customers will be able to participate in a number of integrated, free-to-play pools contests and products, and experience digital promotion and program integration.
“We’re excited to enter this new agreement that makes DraftKings WWE’s first-ever free to play gaming partner,” said Stephanie McMahon, WWE chief brand officer.
“This collaboration marks a significant step in deepening engagement with our passionate fans and will provide DraftKings the opportunity to leverage the massive appeal and reach of the WWE brand.”
WrestleMania will take place on Saturday 10 April and Sunday 11 April at Raymond James Stadium in Tampa Bay.