DraftKings CEO Jason Robins and sports analytics expert Kirk Goldsberry join CNBC’s Contessa Brewer and Alex Sherman to explore how artificial intelligence is transforming the business of sports. From DraftKings’ expansion into prediction markets and competition with Kalshi to the University of Texas’ new Bevo Labs initiative, the conversations examine the future of sports betting, AI-powered coaching, college athletics, responsible gaming and the growing influence of technology on sports.

Episode Notes

How is artificial intelligence reshaping the sports industry, from the business of betting to the decisions coaches make on the field?

In this episode, CNBC explores two major developments at the intersection of sports, technology and business through conversations with DraftKings CEO and co-founder Jason Robins and Kirk Goldsberry, Executive Director of the Business of Sports Institute at the University of Texas.

First, CNBC’s Contessa Brewer speaks with Robins about the rapidly evolving sports betting industry, the rise of prediction markets and DraftKings’ strategy for competing with platforms such as Kalshi. Robins explains how prediction markets could expand the company’s reach into states where traditional online sports betting remains unavailable, including California, Texas and Florida.

He also addresses regulatory uncertainty, customer acquisition, responsible gaming and whether prediction markets threaten established sportsbooks. Robins reveals how AI is transforming DraftKings’ operations, from software development and automated reporting to customer personalization and marketing.

Then, CNBC’s Alex Sherman speaks with Goldsberry about Bevo Labs, a new student-run sports analytics initiative at the University of Texas. Drawing on his experience with the San Antonio Spurs and The Ringer, Goldsberry explains how AI, machine learning and advanced data analysis are changing college athletics.

Bevo Labs is developing a centralized data infrastructure across Texas’ 21 athletic teams to support roster construction, athlete compensation decisions and game strategy. With technology partners including Dell, Google and SHI, the initiative also gives paid student researchers opportunities to apply STEM skills to real-world sports challenges.

Together, the conversations reveal how AI is increasingly influencing both the commercial and competitive sides of sports, raising new questions about innovation, regulation, human decision-making and the future of the industry.

Topics discussed:

• DraftKings’ growth strategy during the NFL betting season
• Prediction markets and competition between DraftKings and Kalshi
• Sports betting regulation and expansion into new markets
• How AI is transforming DraftKings’ software development, analytics and operations
• Responsible gaming, gambling addiction and self-exclusion safeguards
• DraftKings’ super app strategy and changing consumer behavior
• Bevo Labs and the future of sports analytics at the University of Texas
• AI-powered roster construction and athlete compensation analysis
• Predictive models, data infrastructure and machine learning in college sports
• The potential for AI-assisted football play-calling and game strategy
• Technology partnerships with Dell, Google and SHI
• The importance of human judgment as AI becomes more influential in sports

Episode timestamps:

Jason Robins interview with Contessa Brewer

• 01:14 – Why NFL season is DraftKings’ biggest customer acquisition opportunity
• 02:52 – Expanding prediction markets into states without legal online sports betting
• 04:21 – Regulatory challenges and DraftKings’ prediction markets strategy
• 06:36 – Are prediction markets cannibalizing traditional sportsbooks?
• 09:21 – Competing with Kalshi in the growing prediction markets industry
• 12:26 – Lessons from DraftKings’ early competition with FanDuel
• 17:50 – How younger generations are changing sports consumption
• 19:50 – DraftKings’ super app strategy and personalized experiences
• 22:50 – Gambling addiction and responsible gaming
• 25:50 – Efforts to create a nationwide self-exclusion system
• 26:51 – Should responsible gaming limits become mandatory?
• 30:49 – Robins reflects on building DraftKings
• 40:20 – How AI is transforming DraftKings’ business operations
• 42:41 – Can AI-native startups challenge established sportsbooks?
• 44:39 – Could AI-powered betting predictions threaten DraftKings?

Kirk Goldsberry interview with Alex Sherman

Timestamps below restart at the beginning of the Kirk Goldsberry interview. They are not cumulative episode timestamps.

• 01:29 – How analytics can improve college sports roster construction
• 02:19 – AI-assisted coaching and real-time game strategy
• 03:21 – Building a centralized data lake for 21 Texas athletic teams
• 04:31 – Paid student researchers and technology career opportunities
• 05:32 – Could AI eventually recommend plays to college football coaches?
• 06:51 – Why sports can embrace AI while remaining a human-centered experience
• 08:52 – Goldsberry’s journey from NBA analytics to the University of Texas
• 10:09 – How AI is changing higher education and experiential learning
• 11:15 – The origins of Bevo Labs and its technology partnerships
• 12:09 – When could AI influence Texas football’s game plans?
• 13:14 – Goldsberry reflects on former Spurs star Manu Ginobili

Key takeaways:

Prediction markets represent a major growth opportunity for DraftKings. Robins believes these products could help the company reach customers in states where traditional sports betting remains restricted. Despite competition from Kalshi and regulatory uncertainty, he sees DraftKings’ customer relationships, established technology and marketing expertise as significant advantages.

AI is already changing how DraftKings operates. Robins says most of the company’s code is now written using AI. Automated reporting, data analysis and other AI-powered workflows are increasing productivity across engineering, legal, marketing and business operations.

Responsible gaming remains a central challenge. Robins discusses gambling addiction, setting betting limits and the development of a nationwide self-exclusion framework. He argues that responsible gaming tools should become a more normalized part of the customer experience.

College sports increasingly require professional-level analytics. Goldsberry explains how athlete compensation and roster management are creating new demands for data-driven decision-making. Bevo Labs aims to bring professional sports practices to college athletics.

Better data could lead to smarter coaching decisions. Goldsberry’s team is centralizing information across 21 Texas athletic programs, laying the groundwork for predictive models, improved game planning and eventually more sophisticated AI-assisted decision support.

AI can enhance sports without replacing the human element. Both conversations highlight how technology can improve organizational efficiency and decision-making while preserving the athletes, coaches and fans who make sports compelling.

Companies, organizations and resources mentioned:

• DraftKings – Sports betting, fantasy sports and digital gaming
• Kalshi – Prediction markets platform
• Polymarket – Prediction markets platform
• FanDuel – Sports betting and fantasy sports
• University of Texas at Austin – Home of Bevo Labs and the Business of Sports Institute
• Texas Longhorns Athletics – University of Texas athletic programs
• Dell Technologies – Bevo Labs technology partner
• Google – Bevo Labs technology partner
• SHI International – Bevo Labs technology partner
• The Ringer – Sports media outlet featuring Goldsberry’s basketball analysis
• San Antonio Spurs – Goldsberry’s former NBA organization
• Claude – AI assistant discussed in both interviews
• ChatGPT – AI platform discussed in connection with higher education
• CNBC – Business and financial news

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