Online fantasy sports company DraftKings has announced a toe-in-the-water live streaming deal with Euroleague Basketball.
The agreement, which builds on an existing partnership between the two organisations, means DraftKings customers will be able to watch select Euroleague games through the DraftKings mobile app.
The deal marks the first time a daily fantasy sports company has offered live sports content on the same platform, and comes as DraftKings looks to build out its offering having recently expanded into five new countries and bolstered its executive team.
A company statement said the Euroleague streams will be offered from early 2018, with one free game offered per week and multiple games available if users take part in a US$3-to-enter fantasy contest.
DraftKings will also create original content to support its Euroleague coverage, and plans to begin running Euroleague contests on a global basis for the first time from next Tuesday.
“Our goal is to become the one-stop destination and mobile companion for sports fans globally,” said DraftKings co-founder and chief executive Jason Robins. “Adding a live streaming component allows us to provide the best and most seamless product for our customers. This is what the future of sports looks like.”
DraftKings joins a growing list of online companies to offer streams of live sporting events, following the likes of Facebook, Twitter, Yahoo and Amazon, who are all ramping up their investments in video in a bid to lure cord-cutters and grow user numbers.
Bloomberg reports that the company - whose investors include Major League Baseball (MLB), Major League Soccer (MLS), the National Hockey League (NHL) and 21st Century Fox - will develop its own technology to power the Euroleague streams.
“We are proud to be breaking new ground with such a forward-thinking partner as DraftKings,” said Jordi Bertomeu, EuroLeague Basketball’s president and chief executive.
“Combining fantasy with live-streamed games is a perfect match, not only for the countless passionate Euroleague fans we have already, but for the many new ones who will now discover our unique brand of basketball through DraftKings.”