The well-known American sports betting operator DraftKings has announced a new partnership with the Ultimate Fighting Championship (UFC) to jointly promote responsible gambling awareness. As part of this collaboration, the two parties have produced a dedicated advertisement aimed at enhancing users' awareness of healthy gambling behaviors.
The advertisement features famous UFC commentator Jon Anik, who demonstrates the use of the "Responsible Gambling Center" through the DraftKings app. A 15-second version of the ad debuted during the weigh-in ceremony for UFC 316 on June 6, and the full 30-second version was broadcast twice on the night of the event on June 7. Additionally, this ad will reappear in the live broadcast of UFC 318 on July 19 and will continue to be promoted on social media platforms until the end of the year.
Lori Kalani, Chief Responsible Gambling Officer at DraftKings, stated: "Responsible gambling has always been one of our core missions. By partnering with UFC, we hope to convey this concept to a broader and more enthusiastic audience. UFC provides us with a highly influential platform."
It is worth mentioning that DraftKings has been the official sports betting and fantasy sports partner of UFC in the United States and Canada since 2021. This deeper cooperation further solidifies the strategic relationship between the two parties.
In terms of corporate development, DraftKings reported revenue of $1.41 billion in the first quarter of this year, a 20% increase year-over-year, although it still recorded a net loss of $33.9 million. Additionally, the company has recently faced legal challenges—Micro-Gaming Ventures filed a patent infringement lawsuit against it in May.
This joint promotional campaign with UFC marks another key initiative by DraftKings in compliance and brand responsibility.
