DraftKings and ESPN have announced a new integration that will allow customers to connect their accounts across both platforms, introducing personalized betting tools and new interactive features tied to major sporting events, including March Madness, which begins on March 17th this year.  The functionality is scheduled to arrive ahead of the upcoming men’s and women’s college basketball tournaments, a much-anticipated event that recently recorded its highest audience figures in more than three decades.

Personalized Betting Through Bracket Integration

The initiative aims to simplify how users move between sports coverage and wagering options. Once the linking feature becomes available, customers will be able to connect their profiles directly through the DraftKings Sportsbook app. The process involves navigating to a dedicated section within the sportsbook interface and linking an existing ESPN account. After completing this step, players who have already submitted entries in ESPN’s Tournament Challenge bracket competition will see betting opportunities that correspond with their selections.

Users who activate the connection between accounts will also reportedly receive a complimentary one-month subscription to ESPN Unlimited. The companies indicated that this incentive is intended to encourage adoption ahead of the college basketball postseason.

The central component of the integration is a feature called Bet Your Bracket. This option allows users who have completed brackets in ESPN’s popular college basketball contest to view wagering markets that match their tournament predictions.

Once the accounts are linked, bettors can access suggestions and betting options aligned with their bracket selections. The system will also present additional wagers designed around those picks, creating a tailored sportsbook environment during the tournament.

“DraftKings and ESPN share a deep passion for sports and a commitment to enhancing how fans engage with the moments that matter most—especially during the pinnacle of the college basketball season,” said Stephanie Sherman, Chief Marketing Officer of DraftKings. “As we work toward bringing the full DraftKings sports experience together nationwide through our upcoming Super App, DraftKings Sports & Casino, integrating account linking with ESPN is a natural step in creating a more seamless, connected platform for fans.”

The new connection builds on an existing collaboration between the two companies. DraftKings assumed the role of official betting provider for ESPN in December after the previous ESPN Bet joint venture between Disney and PENN Entertainment ended. Around the same time, PENN rebranded its sportsbook platform to theScore Bet.

Since that transition, DraftKings has integrated odds into ESPN’s broadcasts and digital coverage. The sportsbook has also introduced parlay options tied to ESPN programming, including shows such as First Take and NFL Live. In addition, DraftKings now supplies odds data for PGA Tour coverage on ESPN’s Live BetCast stream.

Broader Plans for Integrated Fan Engagement

Executives from both companies described the account-linking initiative as a step toward deeper interaction between sports media and sports wagering.

“Account linking creates a level of personalization that no one else in the market can match,” said Mike Morrison, Vice President of ESPN Betting & Fantasy, for the ESPN Press Room. “The Bet Your Bracket feature during March Madness is just the start. Soon fans will be able to seamlessly track upcoming, live and settled bets within the ESPN app and on ESPN.com, and receive bets and timely promotions based on their favorite sports, teams, players, and fantasy rosters.”

The collaboration also reflects DraftKings’ broader strategy to expand its product ecosystem. The company recently outlined plans for a unified platform that will combine sports betting, online casino games, lottery products through Jackpocket, and prediction markets into a single application. The proposed DraftKings Sports & Casino app would allow customers to access multiple gaming formats in one interface, though availability will depend on local regulations.

DraftKings has also introduced DraftKings Predictions, which allows users in jurisdictions without regulated sports betting to participate in event-based prediction markets tied to major sporting competitions. This feature has already been promoted as a way for fans in states such as California, Florida, and Texas to engage with events like the college basketball tournament.

Financially, DraftKings has continued to report strong growth. The company generated nearly $2 billion in revenue during the fourth quarter of 2025, representing a 43 percent increase compared with the same period a year earlier. Leadership has previously outlined long-term ambitions to generate between $55 billion and $80 billion in gaming revenue by 2030.

Despite the announcement, neither company has confirmed an exact launch date for the account-linking feature. Executives indicated that further details will be provided closer to its rollout, which is expected to coincide with the start of the March Madness tournaments.

Responsible gaming tools will remain available as part of the integration. Customers can access support resources and safeguards through DraftKings’ dedicated responsible gaming portal.