DraftKings advertising spend, FY2025
DraftKings (DKNG) reported $1.1B of advertising expense for the fiscal year ended Dec 31, 2025. That is 18.6% of revenue of $6.1B. Up 7.2% from FY2024.
Key facts
- Ad spend is 2.6x its FY2020 level ($430M), slower than revenue (9.9x).
- FY2025 is the highest year on file, going back to FY2020.
- Largest increase +93.1% in FY2021.
- Ad spend has risen 5 years in a row.
- Ad spend is 18.6% of revenue, down from 70.0% in FY2020.
- DraftKings spends more on advertising than 83% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 3.6x the median of 5.2%.
Ad spend by fiscal year
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2025 | Dec 31, 2025 | $1.1B | +7.2% | $6.1B | 18.6% | AdvertisingExpense | 10-K Feb 13, 2026 |
| FY2024 | Dec 31, 2024 | $1B | +6.6% | $4.8B | 22.0% | AdvertisingExpense | 10-K Feb 13, 2026 |
| FY2023 | Dec 31, 2023 | $984M | +2.0% | $3.7B | 26.9% | AdvertisingExpense | 10-K Feb 13, 2026 |
| FY2022 | Dec 31, 2022 | $965M | +16.1% | $2.2B | 43.1% | AdvertisingExpense | 10-K Feb 14, 2025 |
| FY2021 | Dec 31, 2021 | $831M | +93.1% | $1.3B | 64.1% | AdvertisingExpense | 10-K Feb 16, 2024 |
| FY2020 | Dec 31, 2020 | $430M | n/a | $615M | 70.0% | AdvertisingExpense | 10-K Feb 17, 2023 |
What the figure is
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Compared with similar spenders
The 6 companies closest to DraftKings in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 56 | IBM | $1.1B | 1.7% | -3.8% | FY2025 |
| 57 | DraftKings | $1.1B | 18.6% | +7.2% | FY2025 |
| 58 | Coupang | $1.1B | 3.2% | +16.2% | FY2025 |
| 59 | Molson Coors Beverage | $1.1B | 8.4% | 0.0% | FY2025 |
| 60 | Citigroup | $1.1B | 1.3% | -1.4% | FY2025 |
| 61 | Wells Fargo | $1.1B | 1.3% | +25.9% | FY2025 |
| 62 | Rocket Companies | $1.1B | 16.3% | +32.0% | FY2025 |
Full ranking of 336 companies · Biggest increases #156 · Highest ad-to-revenue #42 · Up 5+ years in a row #52
Questions
How much does DraftKings spend on advertising?
DraftKings spent $1.1B on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 13, 2026.
What percentage of revenue does DraftKings spend on advertising?
18.6% of revenue in fiscal 2025 ($1.1B of $6.1B). The median across the 336 companies tracked is 5.2%.
Is DraftKings spending more on advertising?
Yes. Ad spend rose 7.2% in fiscal 2025 from fiscal 2024. It has risen 5 years in a row.
How does DraftKings rank by advertising spend?
#57 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does DraftKings's advertising figure include?
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Source
- Filing
- 10-K for FY2025, filed Feb 13, 2026
- Accession number
0001883685-26-000013- Company
- DraftKings Inc., CIK 1883685, SIC 7990 (Services-Miscellaneous Amusement & Recreation)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- DraftKings advertising spend, FY2020-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 13, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/draftkings/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies