- Both FanDuel and DraftKings announced partnerships this week, blending sports viewing with sports betting.
NEW YORK – Amazon announced its Prime Video platform is expanding its relationship with Flutter-owned FanDuel on Tuesday. It will deliver betting integrations during NBA broadcasts.
Starting this season, basketball fans will be able to link their betting accounts to Prime Video profiles. This will allow them to track parlays, spreads, and prop bets through a new overlay called OddsView. While users won’t be legal sports betting through Prime Video, the feature gives personalized updates during the game.
“This is a significant milestone in how we connect with basketball fans,” said Mike Raffensperger, president of sports at FanDuel.
Blake Griffin will also join Prime’s broadcast team as both an analyst and a FanDuel ambassador, helping to blend betting with live games.
DraftKings and NBC
A day earlier, NBCUniversal and DraftKings announced a multi-year advertising and integration deal. Under the agreement, they will hold exclusive sponsorship and integration rights across the NFL, NBA, NCAA, PGA TOUR, Premier League, and major sports betting events like Super Bowl LX and the 2026 FIFA Men’s World Cup.
“Our presence throughout NBCUniversal’s sports ecosystem will not only engage fans in powerful new ways but also augment our industry-leading live betting capabilities,” said Stephanie Sherman, DraftKings’ chief marketing officer.
Calling the agreement transformative, execs noted how sports entertainment and legal online sportsbooks are merging across streaming.
Together, the Amazon–FanDuel and NBCUniversal–DraftKings deals highlight how deeply sportsbooks are embedding themselves into live sports. What began as on-screen odds and sponsorships is evolving into direct, interactive betting integrations for fans watching at home.
With NBA betting starting later this month, betting is no longer just an add-on to sports media but part of the broadcast experience.
