DraftKings chosen as sponsor, exclusive odds provider for Amazon's NFL

DraftKings will be the exclusive pregame and in-game odds provider for Amazon’s Thursday Night Football games, the sports betting giant announced Tuesday. Additionally, DraftKings has also been selected as an Amazon sponsor, set to be featured across programming and provide digital content during TNF on the streaming service Prime Video.

The multi-year collaboration is set to “deliver fans engaging pregame content and unique betting offers” every Thursday throughout the NFL season, beginning Sept. 15. DraftKings’ content will be featured in all 15 TNF games during the 2022 season, with Amazon’s 11-year, $13 billion deal with the NFL to exclusively stream TNF kicking off today, when the Los Angeles Chargers face the Kansas City Chiefs.

“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 Stephanie Sherman, Chief Marketing Officer of DraftKings. 

“Prime Video is an innovator in live content and we both have a similar focus on constantly improving our customers’ experiences,” added Sherman. “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.”

Stephanie Sherman

As part of the multi-year agreement, TNF will contain DraftKings integrations in the live pregame, including odds and additional sports betting insights. DraftKings and Amazon will also collaborate on TNF-themed offerings, including same-game parlays, which will be available on the DraftKings Sportsbook app. Financial terms of the deal weren’t disclosed.

“We are thrilled to collaborate with DraftKings to bring fans more insights and excitement as part of the TNF viewing experience,” said Danielle Carney, Head of NFL Sales, Amazon Ads. “DraftKings content will contribute to lively pregame discussions, fan engagement and, perhaps, some bold predictions from our on-air talent.”

The partnership is yet another example of the growing blend of sports media and betting, an unheard-of scenario just a few years ago. As sports betting’s popularity keeps escalating, it is now commonplace for networks to sell exclusive rights to provide odds, present sponsorship, and more. DraftKings has been quick to take advantage of these new opportunities and already has similar media partnerships in place with various properties across Turner Sports and ESPN.

A record 46.6 million American adults (18%) plan to bet on the upcoming National Football League (NFL) season, up 3% year-over-year, according to American Gaming Association (AGA) research. Today, more than half (132 million) of American adults can legally wager in their home state, 18 million more than this time last year.