ESPN is nearing a large new partnership deal with sports-betting firm DraftKings, Bloomberg News reported on Thursday, citing people familiar with the matter.

Action Network said that ESPN was seeking $3 billion over a set time period that would “lead to a sportsbook rebranding itself with the ESPN name.” And it said an exclusive partnership could feature broadcasts integrated with betting odds.

DraftKings, in a statement to the Action Network, didn’t comment directly on any potential deal, while ESPN had no comment. Bob Chapek, Chief Executive of Walt Disney Co., DIS, -0.75% ESPN’s owner, recently said that Disney had been examining the possibility of adding sports gambling to ESPN, and said the growing popularity of sports betting helped make ESPN a “good long-term bet.”