DraftKings and ESPN link sports betting to March Madness bracket contests
DraftKings and ESPN are preparing a new account-linking feature that will connect sports betting directly with the massive college basketball bracket contests that take over every March. The companies revealed the plan during the MIT Sloan Sports Analytics Conference, describing it as a way to blend sportsbook wagering with ESPN’s digital sports platforms.
The rollout is expected to arrive ahead of the upcoming men’s and women’s March Madness tournaments. The events recently drew the largest television audiences the tournament has seen in more than thirty years, making the timing especially valuable for both companies.
When the feature launches, users will be able to connect their DraftKings Sportsbook accounts to their ESPN profiles. Once linked, fans will unlock personalized betting options, promotions, and features that draw on their activity across ESPN’s fantasy and bracket products.
DraftKings and ESPN say they want to turn the predictions fans already make during March Madness into interactive betting opportunities that live inside the same digital ecosystem.
Fans who connect their accounts will also receive one complimentary month of ESPN Unlimited, the network’s direct-to-consumer subscription service.
DraftKings and ESPN betting meets bracket play
The feature is called Bet Your Bracket, built to work alongside ESPN Tournament Challenge, the company’s popular bracket competition that millions of fans fill out each year.
Inside the DraftKings Sportsbook app, users will find a Bet Your Bracket tab where they can link their ESPN accounts. Once connected, anyone who has filled out a bracket through ESPN will see betting options tied directly to their selections.
The platform will automatically generate wagering suggestions and other ways to interact with the tournament based on the outcomes fans predicted in their brackets. The goal is to keep fans engaged throughout the tournament as games unfold and brackets evolve.
“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,” said Stephanie Sherman, Chief Marketing Officer of DraftKings.
Executives say the account linking is meant to be a first step toward deeper integration between ESPN’s media ecosystem and DraftKings’ sportsbook platform.
“Account linking creates a level of personalization that no one else in the market can match,” said Mike Morrison, Vice President of ESPN Betting & Fantasy. “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.”
The development also arrives during a period of change as Penn Entertainment recently confirmed the termination of its partnership with ESPN tied to the ESPN Bet sportsbook brand.
For DraftKings, the integration fits into a wider push to build a unified sports entertainment platform. The company has been developing a “Super App” concept that combines sportsbook betting, casino gaming, and interactive fan experiences within a single product.
Both companies say more details about the account-linking feature will be released closer to launch, with additional tools planned to further connect ESPN’s sports audience with DraftKings’ betting platform.
Featured image: DraftKings via press release
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