DraftKings and ESPN Launch Account Linking Ahead of March Madness

DraftKings and ESPN have revealed new details about an account-linking feature that connects DraftKings with ESPN platforms, introducing personalized betting tools tied to the college basketball postseason.

The companies presented the integration at the MIT Sloan Sports Analytics Conference, outlining how fans will be able to link accounts to unlock tailored wagering options and exclusive features during the upcoming men’s and women’s March Madness tournaments.

As part of the rollout, the platform will include a "Bet Your Bracket" feature that lets customers link their "ESPN Tournament Challenge" brackets to the DraftKings Sportsbook app. Once the accounts are connected, the customer will be able to place bets using the ESPN Tournament Challenge brackets.

Customers will also be able to receive suggestions and ideas for engaging content based on the picks they have made. After the accounts are connected, they can access the ESPN Unlimited product.

“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.”

Both companies stated they plan to continue working together on responsible gaming initiatives as the account-linking feature rolls out.

DraftKings ups political spending in Illinois

While DraftKings expands partnerships to grow engagement, the company and some of the other best sports betting sites are increasing political spending tied to sports betting policy debates.

In the Illinois sports betting market, the industry has directed new funding toward state legislative races following the implementation of a per-bet tax introduced last year. American Future, a super PAC funded by DraftKings, has spent about $1.2 million in Democratic primary contests ahead of the March 17 elections.

The spending makes the group the largest outside contributor in the state’s legislative primaries so far.

The campaign activity follows industry criticism of Illinois' wagering tax structure. Unlike most states that tax sportsbook revenue, Illinois imposes a $0.25 tax per bet. Industry representatives argue the approach has reduced wagering activity, with reports indicating sports betting volume in the state fell about 15% year-over-year after the tax took effect.

American Future’s largest single expenditure supported State Senator Emil Jones III, who has received more than $263,000 in outside spending during his primary race. Additional funds have supported several other candidates in Chicago-area districts.

Illinois also allows local governments to apply additional sportsbook taxes. In Chicago, Mayor Brandon Johnson implemented a 10.25% sports betting tax as part of the city’s licensing framework. Industry groups have challenged the measure, arguing that the layered tax structure creates financial pressure on operators already facing higher regulatory costs.