DraftKings and UFC partner up for responsible gambling campaign
Boston-based operator joins forces with combat sports giant to release two clips to promote the in-app’s Responsible Gaming Center ahead of UFC 316
DraftKings and the Ultimate Fighting Championship (UFC) have bolstered their existing partnership by launching a new safer gambling ad campaign.
In a bid to reaffirm both companies’ commitment to promoting responsible wagering, the ads will be screened as part of the coverage of UFC 316, scheduled to take place this coming Saturday, June 7, at the Prudential Center in New Jersey.
The campaign consists of two short video clips and features UFC lead play-by-play announcer Jon Anik signposting users to visit DraftKings’ in-app Responsible Gaming (RG) Center before placing wagers on the action.
A 15-second version of the ad will premiere on Friday, June 6, during the ceremonial weigh-in, before the longer 30-second ad is shown twice during Saturday night’s live fight coverage.
The shorter version will also be deployed again during the UFC 318 broadcast on July 19 – alongside regular social media posts throughout the year.
While the 15-second clip ends after Anik’s references the app’s RG Center, the longer ad includes the UFC commentator promoting DraftKings’ ability to allow players to set time and budget limits, as well as check in with a stats sheet that keeps track of all betting activity.
DraftKings chief responsible gaming officer Lori Kalani said: “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.”
DraftKings’ partnership with the UFC dates back to 2021, when the New York-listed operator became the organization’s first-ever official sportsbook and DFS partner in the US and Canada.
DraftKings has ramped up its RG efforts since the turn of the year.
In March, there was the launch of another RG campaign, this time to the tune of Kenny Rogers’ ‘The Gambler’ that also received branding backing from the NFL, NBA, and PGA Tour.
Other efforts have seen the likes of LeBron James, Matt Leinart, and Paul Bissonnette lend their support to promote RG tools and resources.
It’s just under a month since DraftKings posted $1.4bn in revenue for the opening three months of 2025, marking a 20% year-over-year increase.
The company revised its revenue guidance for 2025 to between $6.2bn and $6.4bn, marginally lower than its previous estimate of $6.3bn to $6.6bn.