A study from the business intelligence company Morning Consult highlighted the increase in sports betting in the US, showing that the share of adults who placed bets on sports at least weekly more than doubled from 5% in January to 12% in December 2021. Since the legalization of sports betting in 2018 the US, Americans have bet an estimated $125 billion, an astonishing figure in only a four-year period.
DraftKings also have had standout deals with members of the “Big Four” sports leagues which include two deals worth an estimated $40 million each with the NFL and Major League Baseball. GlobalData estimates that DraftKings has spent $801.79 million across 48 individual deals, many highly lucrative, including a five-year deal with the Ultimate Fighting Championship, which GlobalData estimates to be worth $350 million. The daily fantasy sports contest and sports betting company DraftKings are the industry leaders in sports sponsorship investments in the United States.
Together these three key players in the sports betting industry have spent over $1.7 billion collectively, the most on sports sponsorship deals, in the US since 2018, including deals with the “Big Four” leagues. Since 2018, companies associated with betting such as DraftKings, Caesars Entertainment and Sportradar have created substantial sponsorship portfolios across a variety of sports in the US.
