Daily fantasy sports company DraftKings has struck a deal to become a partner of the NFL American football league’s International Series.
The partnership will run for three years, from 2015 until 2017.
Under the agreement, DraftKings will this year host special events before each of the series' three regular-season matches at Wembley Stadium in London, England.
DraftKings will also stage additional events at London landmarks Trafalgar Square and Regent Street on the day before the New York Jets vs. Miami Dolphins and Buffalo Bills vs. Jacksonville Jaguars games, respectively.
In addition, DraftKings advertising will appear during the broadcast of the NFL games on UK pay-television broadcaster Sky.
Confirmation of the deal comes after DraftKings in August secured a licence to provide fantasy sports to consumers in the UK. The company is due to launch its services in the UK this month.
Jason Robins, chief executive of DraftKings, said: “Our partnership with the NFL’s International Series provides the ideal platform in which to introduce fans to DraftKings in the UK as we expand beyond the United States. As the league looks to introduce more sports fans to American football, we will look to showcase what we believe is the world’s best DFS product to British fans through the support of our new partner.”
The opening game of the 2015 NFL International Series takes place on Sunday, with the Miami Dolphins facing off against the New York Jets.