DraftKings and ESPN Launch Account Linking Ahead of March Madness

The new feature will allow users to connect their DraftKings and ESPN accounts, creating a more integrated experience between the sportsbook platform and ESPN’s digital ecosystem. Through this activation, fans will gain access to a number of exclusive features designed to enhance engagement during the college basketball season, including a new product called Bet Your Bracket.

The Bet Your Bracket feature will enable fans to receive personalized betting opportunities based on their tournament bracket predictions. By linking their accounts, users can interact with their bracket selections in a new way, receiving customized wagers and promotions connected to the teams and outcomes they pick during March Madness.

According to DraftKings Chief Marketing Officer Stephanie Sherman, the collaboration reflects both companies’ shared commitment to improving the way fans interact with major sporting moments. She emphasized that the partnership aims to deliver a more immersive and connected experience for basketball fans during one of the most anticipated events in the US sports calendar.

The account linking launch also aligns with DraftKings’ broader product strategy. Earlier this month, the company announced plans to introduce DraftKings Sports & Casino, a new “Super App” that merges several of its offerings into one platform. The application combines the operator’s sportsbook, online casino, lottery and prediction market products in a single interface, aiming to create a smoother cross-platform experience for users.

DraftKings confirmed that the Super App builds on its existing sportsbook infrastructure and is designed to strengthen engagement across multiple gaming verticals nationwide.

For ESPN, the partnership offers new ways to integrate betting functionality within its widely used digital platforms. ESPN Betting & Fantasy Vice President Mike Morrison explained that account linking will enable a level of personalization not previously available in the market. In the near future, users will be able to track upcoming, live and settled bets directly within the ESPN app and on ESPN.com. They will also receive tailored betting suggestions and promotions based on their favorite teams, sports, players and fantasy lineups.

Both companies described the initiative as part of a deeper strategic partnership rather than a traditional marketing agreement.

Looking ahead, DraftKings believes the expansion of its platform and partnerships positions the company to capture a significant share of the rapidly growing US betting industry, which it estimates could reach between $55bn and $80bn in gross revenue by 2030.