Amazon selects DraftKings as Prime Video Thursday Night Football sponsor

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DraftKings has been selected as the sponsor and exclusive pre-game and in-play odds provider of Thursday Night Football (TNF) on Amazon’s Prime Video.

The multi-year collaboration, which begins this week on 15 September, will see DraftKings deliver pre-game content and unique betting offers every Thursday throughout the NFL season.

As part of the agreement, TNF will also feature DraftKings integrations in the live pre-game, including odds and additional sports betting insights, while the firms will collaborate on TNF-themed offerings including same-game parlays, made available on the DraftKings Sportsbook app.

“The NFL season is the most active time of year for our customers, so collaborating with one of the world’s leading technology brands in order to offer engaging content to viewers of TNF on Prime Video is a tremendous opportunity for DraftKings,” said DraftKings CMO Stephanie Sherman. 

“Prime Video is an innovator in live content and we both have a similar focus on constantly improving our customers’ experiences. We look forward to working with Amazon to bring millions of viewers a premium and enhanced experience during TNF on Prime Video all season long and for years to come,” Sherman concluded.

DraftKings CMO Stephanie Sherman: “The NFL season is the most active time of year for our customers, so collaborating with one of the world’s leading technology brands in order to offer engaging content to viewers of TNF on Prime Video is a tremendous opportunity for DraftKings.”

Danielle Carney, head of NFL sales at Amazon Ads, added: “We are thrilled to collaborate with DraftKings to bring fans more insights and excitement as part of the TNF viewing experience.

“DraftKings content will contribute to lively pregame discussions, fan engagement and, perhaps, some bold predictions from our on-air talent.”

This deal marks DraftKings’ latest sporting event sponsorship. The operator already holds partnership deals with MLB and the NBA, as well as with the NFL’s Baltimore Ravens and more niche sporting events such as the Drone Racing League and Professional Fighters League.

While it is widely accepted that DraftKings’ investment in marketing and customer acquisition has been exceptionally high, in August the firm revealed that it had beaten its Q2 earnings forecasts, generating $466m in quarterly revenue and a narrowing loss per share of $0.29, its lowest quarterly EPS loss in over a year.

About the author

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Conor Mulheir

Conor entered the gaming industry in 2018 producing high-level live event content for audiences in London, Amsterdam and São Paulo. From 2020, he went on to report news and commission exclusive content for various gaming media brands before joining iGaming NEXT as editor in January 2022.

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