DraftKings Partners with Knicks, Rangers in MSG Deal

  • Renewed partnership with MSG includes exposure at New York Knicks and Rangers games
  • Sports betting giant gains premier integration via assets of Madison Square Garden
  • DraftKings branding will be displayed throughout the world's most famous arena
businessmen shaking hands
DraftKings has been named the official and exclusive sports betting and daily fantasy sports partner of MSG, the New York Knicks and Rangers. [Image: Shutterstock.com]

Renewed partnership

Entering a renewed partnership with The Madison Square Garden Company, DraftKings has become the official and exclusive sports betting and daily fantasy sports partner of Madison Square Garden arena.

The gaming company has also become the betting partner of the world’s most famous arena’s two tenants, the New York Knicks and Rangers.

official and exclusive sports betting and daily fantasy sports partner of Madison Square Garden arena

Draftkings announced the marketing deal on Thursday. The deal gives the sports betting giant premier integration access across the assets of Madison Square Garden. This includes advertising during games, across digital platforms, and much more.

Details of the deal

Along with brand integration, the partnership allows DraftKings to benefit from exposure at NBA and NHL games.

Madison Square Garden is home to the NBA’s New York Knicks and the NHL’s Rangers. DraftKings can now have their brand displayed during broadcasts involving the teams on MSG Networks.

DraftKings can showcase their sports betting and DFS offerings inside the arena via static and digital signs. Brand exposure will occur on GardenVision, the display at the center of the Arena.

During Knicks games, DraftKings will have their branding displayed on the court apron. For Rangers games, the brand will be on displayed on the bench of the visiting team and the penalty box.

According to Ezra Kucharz, the chief business officer at DraftKings, the company is proud to be the new official sports betting partner of Madison Square Garden. He said that the company is excited about the opportunity to work with two of the most iconic franchises in all of sports.

Kucharz said: “The Madison Square Garden Company is known for providing fans with unforgettable moments, and this emphasis on immersive engagement perfectly complements DraftKings and our likeminded commitment to experiential excellence.”

Exposure at MSG

This renewed partnership allows DraftKings branding to be displayed across seven video boards on the exterior of the arena. Activation areas will also be created during the NBA and NHL seasons.

allows DraftKings branding to be displayed across seven video boards on the exterior of the arena

DraftKings can set up areas of activation during Knicks and Rangers fan events. Fans can learn more about the company’s sports betting offerings during these events.

Expected growth

The deal with The Madison Square Garden Company follows DraftKings outlining its expectations for growth in 2020.

Jason Robins, co-founder and CEO of DraftKings, believes that the sports betting giant will grow its revenue by 30% to $540 million this year. He is also targeting a 30% increase in 2021, which would see revenue skyrocket to $700 million.

DraftKings recently announced a merger with SBTech and plans to go public this year, which will help to increase revenue.