ESPN and its sportsbook partner DraftKings have launched account linking functionality ahead of the upcoming NCAA March Madness tournaments.
ESPN and its sportsbook partner DraftKings have launched account linking functionality ahead of the upcoming NCAA March Madness tournaments.
The new feature will allow users to link their DraftKings Sportsbook app to ESPN fantasy sports accounts to access a personalised experience across ESPN’s Tournament Challenge (TC) bracket game.
TC Eliminator is ESPN’s new college basketball pick ’em game. It is a survivor-style pool where users pick one team each day of the NCAA tournament. If that team wins, players advance to the next day, whereas a loss equals elimination. However, players cannot select a team more than once throughout the tournament.
The integration was announced at the MIT Sloan Sports Analytics Conference last week, where DraftKings CEO Jason Robins was speaking.
Once the technology goes live, DraftKings customers will be able to link their ESPN account through a “Bet Your Bracket” tab in the sportsbook app.
Integration to improve engagement and personalisation
Users who have already created a bracket in ESPN’s Tournament Challenge will then be offered wagers aligned with their bracket selections, along with additional betting suggestions during the tournament.
The companies said the combination is designed to streamline engagement between ESPN’s fantasy sports products and DraftKings’ sportsbook.
DraftKings CMO Stephanie Sherman said the move forms part of the operator’s broader effort to unify its betting and gaming offerings in an upcoming “Super App”.
“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 Sherman. “Integrating account linking with ESPN is a natural step in creating a more seamless, connected platform for fans.”
ESPN vice president of betting and fantasy Mike Morrison said the account linking would allow fans to track bets directly within ESPN’s digital platforms in future, including on ESPN.com and within the ESPN app.
According to Morrison, the companies plan to develop further personalisation features tied to favourite teams, players and fantasy rosters.
DraftKings doubles down after Penn split
DraftKings first became ESPN’s official sportsbook and odds provider in December 2025, following the early termination of the broadcaster’s ill-fated agreement with Penn Entertainment.
The partnership signalled a shift in ESPN’s betting strategy after the Penn-backed ESPN Bet brand struggled to gain market share in the US online sports betting market.
March Madness remains one of the largest betting events on the US sporting calendar.
Last year, the men’s and women’s tournaments collectively recorded their highest television audience in more than three decades.
This year’s tournament begins with Selection Sunday on 15 March.