DraftKings Prepares Spanish Language Launch Ahead of 2026 World Cup

This move aims to capture a significant market share by offering a superior product experience to customers who primarily use Spanish. The timing is designed to maximize outreach ahead of the 2026 World Cup, a major event expected to generate high interest among Spanish-speaking audiences.

Strategy: Creating the Best User Experience

DraftKings co-founder and CEO Jason Robins confirmed the company has been developing the Spanish application for some time. The decision was primarily driven by the upcoming 2026 World Cup, which will take place in North America, and the recognition of the large potential audience. Robins noted the potential for this effort to attract customers for wagers on the NFL, NBA, and other major sports.

By establishing the “best experience” and reaching the customer early, DraftKings intends to build an “outsized share” within this key demographic. The company recognizes that many users prefer to engage with a Spanish-language application. For some, who are Spanish-language first, the English-only app may not be an option at all. DraftKings has conducted testing in Spanish-language media to assess the opportunities for acquiring new, incremental customers.

Long-Term Market Potential

The initiative creates substantial future opportunities for DraftKings. The Hispanic population is a rapidly growing demographic in the United States. Many of the largest states with high Spanish-speaking populations, such as Texas and California, have yet to legalize online sports betting.

The move is a bet on future market expansion. When and if these massive states regulate mobile wagering, DraftKings plans to already have a loyal, established base of Spanish-speaking customers. This early engagement and dedicated language platform is intended to give the company a distinct competitive advantage over rivals in those potentially massive markets.