DraftKings continued to make headlines this week, as news broke Friday that Disney is investing $250 million in the Boston-based startup. Identified as a continually growing daily fantasy site, DraftKings is valued by its newest investor at being worth approximately $900 million, according to the Wall Street Journal report.

This represents the latest development in an ongoing race with FanDuel (DraftKings’ main competitor in the daily fantasy industry). Comcast’s venture arm invested in the New York-based FanDuel, and now DraftKings has its own major equivalent in Disney. Given Disney’s ownership of ESPN, it means that DraftKings spend more than $500 million in advertising across various ESPN platforms. The deal is not an exclusive one for DraftKings, though any future FanDuel ads on ESPN will not be featured in so-called “premium positions” that are now reserved for its competitor.

This development comes in the wake of an announcement regarding DraftKings’ expanded partnership with Major League Baseball, and continues the impressive upward trend of the company. The startup generated revenue of $30 million last year.

DraftKings just raised $41 million in August, and since its founding in 2011, the company had amassed $75 million in total from investors prior to this reported new round. Previous backers have included Atlas Venture, The Raine Group, Redpoint Ventures and GGV Capital.

Image via DraftKings.