DraftKings and Tennis Channel are partnering during the U.S. Open in a deal that will incorporate the DFS site’s games into the net’s programming. In Tennis Channel’s first foray into DFS, viewers will see DraftKings content beginning Monday with the start of the U.S. Open during pre- and postmatch coverage, as well as during matches themselves. On-air talent will draft player lineups in accordance with DraftKings rules, give analysis and review rosters from the previous day of play. Tennis Channel will also offer unique DraftKings contests via a special promo code. “It will be heavily integrated into the broadcast, which is certainly a different approach than any of the grand slams have taken up to this point,” DraftKings Chief Business Officer Ezra Kucharz said. DraftKings wanted to capitalize on the popularity of the U.S. Open, Kucharz said, as it is a major event. DraftKings has seen user engagement in tennis games growing, especially during grand slam events. The DraftKings-Tennis Channel deal is only for content during the U.S. Open, but Kucharz anticipates doing more work with the net and potentially other tennis broadcasters in the future. “You’ll see more and more of these types of integrations in the future, but this is a really good starting point,” he said. Kucharz also believes domestic tennis organizations are getting more comfortable with broadcasters integrating more traditional sports gambling content and expects to see more of that over time as well.
