DraftKings has unveiled it will begin offering account linking services with ESPN ahead of the 2026 NCAA March Madness college basketball tournament, both men’s and women’s, combining the operator’s sportsbook platform with ESPN’s digital interface.
“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,” DraftKings CMO Stephanie 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 operator previously announced its intentions to launch DraftKings Sports & Casino on March 2, which combines DraftKings’ sportsbook, casino, lottery and prediction market verticals.
DraftKings stated the “Super App” will build on its existing sportsbook infrastructure, aiming to create a more seamless cross-vertical customer experience nationwide.
As part of the account linking with ESPN, consumers of both entities will gain access to exclusive features such as Bet Your Bracket, which offers personalized betting options based upon tournament selections.
“Account linking creates a level of personalization that no one else in the market can match,” ESPN Betting & Fantasy VP Mike Morrison said.
“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 favorite sports, teams, players and fantasy rosters.”
DraftKings and ESPN stated the new activation reflects a strategic partnership which “goes beyond a traditional marketing arrangement.”
Along with its introduction of DraftKings Sports & Casino, the operator outlined an expanded long-term growth strategy on March 2, forecasting participation in a potential $55bn to $80bn US industry gross revenue opportunity by 2030.
A class action lawsuit filed in Massachusetts against DraftKings moved to class certification, class-wide discovery and trial on February 24, following a denial of the operator’s motion for summary judgement
