What moved (Oct '25 – Sep '26)
| Metric | Oct 2025 → Sep 2026 | Change |
|---|---|---|
| Awareness | 64% → 69% | +5pp |
| Consideration | 43% → 50% | +7pp |
| Investigation | 42% → 46% | +4pp |
| Claimed Usage | 33% → 41% | +8pp |
| Preference | 23% → 29% | +6pp |
What's behind the growth
DraftKings' brand-building is spread across advertising, product and partnerships. In February 2026, SNL's Colin Jost and Michael Che starred in its Super Bowl LX ad. It followed this at the end of August 2026 with its "Take Your Game Anywhere" campaign with Kevin Hart and Nick Jonas. The ad takes the two on a cross-country road trip, visiting iconic destinations and local fan traditions, and it runs across broadcast, streaming, digital, social and out-of-home. Chief Marketing Officer Stephanie Sherman said, "Rather than building the campaign around a single offering or moment, we developed a cohesive, story-driven narrative designed to travel the country and evolve from one sports season to the next".
The product has been growing too. In December 2025 it unveiled DraftKings Predictions, a standalone app where consumers can trade on the outcome of events, including sports. In March 2026 it announced plans for a Super App that would bring its sportsbook, predictions, casino and lottery together under a single account and wallet.
Its partnerships have expanded as well. In September 2025 it announced a multiyear advertising deal with NBCUniversal, covering integrations and digital sponsorships across NBCUniversal sports, including the NFL, NBA and PGA TOUR. It has since also renewed its NFL partnership.
