UFC and Draftkings Team Up for Responsible Gaming Program
DraftKings Sportsbook and the Ultimate Fighting Championship have collaborated on ads to promote the topic of responsible gaming (RG).
UFC and DraftKings are joining to promote responsible gaming.
Key Facts:
- Responsible Gaming Ads will run on many UFC media channels
- Professional sports leagues are doubling down on efforts to educate fans about responsible gaming programs
- Popular Mixed Martial Arts commentator Jon Anik will appear in Responsible Gaming advertising program
In 2021, DraftKings was named the official sports betting partner of the Ultimate Fighting Championship, the first operator to be given such status. That intimate partnership is being cemented four years later with the unveiling a new advertising campaign.
As the UFC prepares for UFC 317 later this month, the mixed martial arts professional fighting league is emphasizing its commitment to responsible gaming. UFC and DraftKings have teamed up to produce a series of commercials that have one topic: betting responsibly on the sport.
The new ad campaign introduces viewers to the Responsible Gaming Center in the DraftKings sportsbook app, which is available for both iPhone and Android devices.
The DraftKings Responsible Gaming Center features a multitude of resources for customers. The section has a quiz that users can take to see if they have a gaming problem. There’s also easy access to self-exclusion tools, which enable consumers to stop themselves from betting on sports for a month or longer, or even forever.
DraftKings has partnered with RG experts to create tools that help address the most common issues people with a gambling problem may experience. The United States Supreme Court ruled in 2018 that states could legalize betting in a reversal of decades of federal laws. Since then, many states have legalized sports betting and/or online casinos.
While this has led to tremendous tax revenue for those jurisdictions, some experts are worried about the implications such widespread gaming may have on vulnerable consumers.
So far, no serious studies have been completed that indicate a dangerous increase in problem gambling. Still, states, professional leagues, and colleges are endeavoring to put resources into responsible gaming programs.
Most states with legal gaming require a portion of tax revenue from such activity to fund RG. That includes gambling addiction hotlines, written and online resources, frequently asked questions, and even funding for research into problem gambling.
“Responsible gaming is a core part of who we are at DraftKings, and we’re always looking for impactful ways to expand awareness and education. UFC provides a tremendous platform to amplify that message to a broad and passionate audience. We’re proud to collaborate on this campaign to reinforce that responsible gaming is for everyone.” — Lori Kalani, DraftKings, Chief Responsible Gaming Officer
MMA broadcaster Jon Anik, who has more than a dozen years as a lead commentator on the sport, is featured in a pair of commercials that have been released already. The adverts, one 15 seconds long and the other 30 seconds in length, have been aired on several branded UFC channels.
According to the UFC and DraftKings, the RG advertisements will appear throughout the summer until UFC 318, which will take place on July 19.
UFS’s Influence
The UFC has become one of the most prominent organizations in global sports. Founded in 1993, the UFC transformed from a fringe combat sport into a mainstream entertainment powerhouse, rivaling traditional sports leagues like the NFL, NBA, and MLB in terms of global reach and fan engagement.
The UFC’s popularity has surged recently, driven by charismatic fighters, high-stakes events, and global expansion. As of 2024, UFC events are broadcast in over 150 countries, reaching nearly one billion households. The promotion boasts over 40 million followers on Instagram and more than 30 million on Facebook, reflecting its massive social media footprint.
This meteoric rise has positioned the UFC as a leader in combat sports and a major player in the broader sports industry. Its fast-paced, unpredictable nature attracts younger audiences, aligning well with modern entertainment consumption habits.
In recent years, the UFC has embraced partnerships with sportsbooks, capitalizing on the sports betting boom in the United States. DraftKing’ became the official sportsbook and daily fantasy partner of the UFC in a deal reportedly worth $350 million. This partnership includes in-broadcast odds, exclusive content, and real-time wagering integration, enhancing fan engagement and revenue streams.
These alliances have allowed the UFC to tap into a new market of fans who are as interested in betting as they are in the fights themselves. By aligning with the rapidly growing legal sports betting industry, the UFC continues to innovate and evolve, reinforcing its role at the forefront of modern sports entertainment.
