DraftKings and ESPN unveil account linking ahead of March Madness
Table of contents
- DraftKings and ESPN detail account linking plans at MIT Sloan Sports Analytics Conference.
- Bet Your Bracket feature provides personalised betting suggestions tied to ESPN Tournament Challenge brackets.
- Users who link accounts receive one free month of ESPN Unlimited streaming service.
DraftKings and ESPN detailed plans for account linking between the sportsbook operator and sports media giant at the MIT Sloan Sports Analytics Conference on 6 March.
The integration will launch ahead of the men’s and women’s March Madness tournaments, which recently drew their highest viewership in over 30 years. The companies unveiled the new Bet Your Bracket feature alongside the account linking functionality.
Personalised betting experience
Customers can link their accounts through the DraftKings Sportsbook app by navigating to the Bet Your Bracket tab. Users who created brackets in ESPN’s Tournament Challenge will receive personalised betting suggestions directly tied to their tournament picks.
Stephanie Sherman, Chief Marketing Officer of DraftKings, 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,” Sherman said.
“As we work toward bringing the full DraftKings sports experience together nationwide through our upcoming Super App, DraftKings Sports & Casino, integrating account linking with ESPN is a natural step in creating a more seamless, connected platform for fans.”
The upcoming Super App was detailed at the operator’s recent investor day, where management outlined plans to consolidate sports betting, casino, lottery and prediction products into a single platform.
Mike Morrison, Vice President of ESPN Betting & Fantasy, said:
“Account linking creates a level of personalisation that no one else in the market can match. The Bet Your Bracket feature during March Madness is just the start. Soon fans will be able to seamlessly track upcoming, live and settled bets within the ESPN app and on ESPN.com, and receive bets and timely promotions based on their favourite sports, teams, players, and fantasy rosters.”
ESPN Unlimited streaming incentive
Users who link their accounts will receive one free month of ESPN Unlimited, the broadcaster’s streaming subscription service. The promotion aims to encourage early adoption of the new integrated features.
The account linking shows what the companies described as a strategic collaboration that goes beyond a traditional marketing arrangement. DraftKings said that the partnership aligns with its broader vision, including DraftKings Predictions, which expands interactive opportunities for fans in states such as California, Florida and Texas to participate in marquee sports events like March Madness.
Building on December partnership launch
The account linking builds on DraftKings’ position as ESPN’s official odds provider, a role it assumed in December 2025 following ESPN’s shift away from PENN Entertainment. ESPN terminated its previous 10-year, $2 billion agreement with PENN after the ESPN Bet sportsbook struggled to gain market traction.
DraftKings has expanded its regulated market footprint in recent months, securing approval to launch in Arkansas and going live in Puerto Rico as the operator pursues growth across US jurisdictions.
The company reported nearly $2 billion in revenue during the fourth quarter of 2025, representing a 43% year-on-year increase. Company management has outlined expectations for a $55 billion to $80 billion industry gross revenue opportunity by 2030.
DraftKings has faced operational adjustments as it scales, including reported workforce reductions linked to its AI deployment strategy. The operator also continues to navigate legal challenges, with a Massachusetts court allowing a bonus lawsuit to proceed earlier this year.
Both organisations stated they will continue to collaborate on responsible gaming initiatives. Customers can visit rg.draftkings.com for tools and resources. Additional details will be shared closer to launch, the companies said.
Implications for integrated sports media
The account linking represents a convergence of sports media consumption and betting activity, allowing ESPN to leverage its Tournament Challenge engagement to drive adoption of DraftKings’ sportsbook features.
For DraftKings, the ESPN integration provides direct access to millions of sports fans who engage with the broadcaster’s interactive features during March Madness, one of the most heavily wagered sporting events in the United States.
The partnership demonstrates how established sportsbook operators are pursuing media integrations to compete for customer attention during major sporting events, particularly as March Madness generates significant betting volume across regulated markets.
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