Popular sports betting and fantasy sports company DraftKings and the UFC are collaborating to launch gamified digital collectibles. The deal is said to be worth more than $100 million.
These companies are on their second collaboration this year. Previously, the UFC and DraftKings had a deal in 2021. The UFC agreed to grant DraftKings the rights to be UFC’s sportsbook partner and allowed DraftKings to license a countdown clock. The UFC will also showed betting odds in its fight broadcasts.
DraftKings’s chief business officer Ezra Kucharz said the agreement will give DraftKings a brand control of a clock in UFC events.
“It’s going to allow the fighter and fans the ability to see the time left in a round in a way that they haven’t before. It’s a big deal because it’ll be integrated into the production technology, and fans and fighters will have the ability to see the countdown clock that people traditionally see watching at home.” Kucharz said
Now, both companies will be teaming up again to launch gamified digital collectibles that will be focused on UFC.
The collectibles are expected to go live sometime this year. DraftKings will release various NFTs of UFC athletes that can be used to compete against other users.
Buyers can collect the NFTs via auction and drops in DraftKings’ “Heatwave Series” that will be based around this summer. DraftKings SVP of Product Operations Beth Beiriger said they want to maximize the use of advanced technology in combat sports.