SpendscapeCompanies · Gambling
DraftKings
AdvertiserDKNG
DraftKings spent $1.12B on advertising and marketing in fiscal 2025, up 7.1% on the year before. That's 18.6% of revenue.
$1.12Bmarketing spend, FY2025
+7.1%vs the year before
18.6%of revenue
Thin/downsay vs do
Marketing spend by year
Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.
What they told investors
“The pace of adoption has far surpassed our expectations, and we are acquiring these customers at attractive customer acquisition costs, well below what we invest to acquire Sportsbook customers.”Jason Robins · 2026 Q2 · transcript
“our Predictions customer acquisition costs declined by more than 80% in April”Jason Robins · 2026 Q1 · transcript
“But I do think that in terms of the amount allocated to the core, you're going to see that continue to decline as Prediction spend ramps.”management · 2026 Q1 · transcript
“We have the entire other half of the country now open to us, and we haven't even begun to ramp marketing.”management · 2026 Q1 · transcript
What the 10-K says about marketing
- investing in brand “We also make significant investments in sales and marketing and incentives to grow, retain, and monetize our paid user base, including personalized cross-product offers and promotions, and promote brand awareness to attract the “skin-in-the-game” sports fan. Together, these…” 10-K, Feb 13, 2026
- investing in brand “League, Team, and Media Relationships — We maintain relationships with sports leagues and professional sports teams to improve our brand awareness, improve user retention and create unique collaborative integrations for our users.” 10-K, Feb 13, 2026
- investing in brand “We also make significant investments in sales and marketing and incentives to grow and retain our paid user base, including personalized cross-product offers and promotions, and promote brand awareness to attract the “skin-in-the-game” sports fan. Together, these investments…” 10-K, Feb 13, 2026
Say vs do
Thin/down. In 0 statements from its leaders in interviews, 0 argued for investing in brand and 0 for cutting; the filed spend went down.
In the news
- DraftKings Named Exclusive Sportsbook and Online Casino Integration Sponsor of NHL on Prime’s Wednesday Night Hockey for the 2026-27 Season Business Wire · Sep 28, 2026 · sponsorship
- DraftKings named exclusive sportsbook sponsor of NHL on Prime Video (DKNG:NASDAQ) Seeking Alpha · Sep 28, 2026 · sponsorship