DraftKings and ESPN are preparing a new account-linking feature that will connect sports betting directly with the massive college basketball bracket contests that take over every March. The companies revealed the plan during the MIT Sloan Sports Analytics Conference, describing it as a way to blend sportsbook wagering with ESPN’s digital sports platforms.

The rollout is expected to arrive ahead of the upcoming men’s and women’s March Madness tournaments. The events recently drew the largest television audiences the tournament has seen in more than thirty years, making the timing especially valuable for both companies.

.@DraftKings and @espn Detail Plans to Provide Account Linking for Customers

Discussed today at the @SloanSportsConf, customers will be able to unlock a more personalized and streamlined experience by linking their accounts, along with access to exclusive features such as the… pic.twitter.com/4QsFfs3qIc

— DraftKings News (@DraftKingsNews) March 6, 2026

When the feature launches, users…