DraftKings eyes NFT marketplace expansion with NFL licensing deal
US sports betting heavyweight looks to “future of fandom” with exclusivity on name, image and player likenesses
DraftKings has inked a NFL-facing licensing deal with the NFL Players Association and One Team Partners to launch a series of non-fungible token (NFT) collections during the next NFL season.
Beginning with the 2022-2023 season, DraftKings will receive licensing rights for active NFL players, including the usage of name, image and likeness.
Features currently slated for inclusion as part of this launch include the ability for customers to use these collectibles within games against others on the platform as well as separate buying and selling functionality.
“It is expected there will be a variety of NFT editions and tiers that incorporate different aspects of utility and digital scarcity,” DraftKings said.
The collection will be powered through DraftKings existing strategic agreement ethereum-based scaling platform Polygon.
Under the terms of that partnership, the Boston-based operator will leverage Polygon’s technology to build a scalable, eco-friendly blockchain solution for DraftKings Marketplace.
Plans also include additional integrations between the NFL player NFT content and DraftKings existing official daily fantasy and sports betting partnership with the NFL, first agreed in April.
DraftKings Marketplace is the exclusive seller of sports NFTs from Autograph and is available to customers across the US and Canada.
Since launching in August, DraftKings Marketplace has run several drops of NFTs including NHL legend Wayne Gretzky and seven-time Super Bowl champion Tom Brady, with the majority selling out instantly.
DraftKings Marketplace, SVP of product operations Beth Beiriger welcomed the collaboration, suggesting such deals would become the norm for sports betting firms.
“The future of fandom is unfolding in front of us, and few organizations beyond DraftKings are as equipped to capitalize on the increasing intersection between sports and NFTs that will be cornerstones of engagement and entertainment within Web3,” Beiriger said.
“We will continuously adapt, innovate and seek progressive collaborators like the NFLPA and OneTeam to reach early adopters among fanbases and ultimately introduce these next-generation products to the masses,” she added.