In a move that solidifies an already fruitful relationship, DraftKings has confirmed the extension of its content collaboration with Meadowlark Media. This partnership, which initially took root in 2021, is set to continue its trajectory of success into the foreseeable future. Although the specifics of the financial agreement remain under wraps, industry insiders recall that the initial contract was valued at an impressive $40 to $50 million over three years.
As an early benefactor of Meadowlark — a media enterprise spearheaded by ex-ESPN president John Skipper and renowned sports commentator Dan Le Batard — DraftKings has played a pivotal role in its ascent within the media landscape. Reports from Front Office Sports last week hinted at this impending announcement, stirring anticipation among followers of both entities.
Under this renewed alliance, Meadowlark is poised to keep enriching audiences with The Dan Le Batard Show with Stugotz, alongside other offerings from the Le Batard & Friends Network. Distribution channels include the DraftKings Network and a myriad of digital platforms such as YouTube, podcast services, FAST channels, Peacock, HBO Max, and Twitch. Additionally, plans are underway to introduce a new program centered around football.
DraftKings retains exclusive advertising and sponsorship rights across all Meadowlark content. Since their original partnership began, DraftKings’ ad sales division has successfully woven over 120 brands into Meadowlark’s programming through various campaigns spanning in-show sponsorships and live events.
Stephanie Sherman, Chief Marketing Officer at DraftKings, lauded Meadowlark Media for its standout performance in a competitive industry. “Meadowlark Media’s excellence reflects the top-tier talent they’ve amalgamated and their commitment to producing compelling content consistently,” she remarked. She expressed enthusiasm about exploring fresh opportunities throughout this extended partnership period.
This deal emerges almost a year after DraftKings divested VSiN — a sports betting-centric radio and TV network it acquired in 2021 — back to its original founders. According to Sherman, that decision was aimed at optimizing DraftKings’ investment in content creation; this came shortly before cementing its initial partnership with Meadowlark.
Dan Le Batard celebrated the continued support from DraftKings amidst uncertain times for media: “DraftKings is unparalleled as a partner,” he stated. “In an industry facing constant upheaval, we have unmatched support that empowers us to boldly innovate beyond traditional media norms.”
Boasting over 30 hours of weekly programming that generates hundreds of millions of views across digital platforms collectively, Meadowlark’s impact is undeniable. With this partnership renewal between DraftKings and Meadowlark Media now official, both parties look set to further their influence within both sports entertainment and digital content landscapes.
