DraftKings has announced that it has agreed to an exclusive partnership deal with the New York Giants that makes DraftKings the official daily fantasy sports and sports betting partner of the NFL team.
This allows DraftKings to access the logos and trademarks of the team and use them in certain forms of advertising. Financial terms of the agreement were not disclosed.
DraftKings will also get exclusive digital gaming rights and have game day access to the virtual sports lounge at the team’s MetLife Stadium. Currently, fans are unable to attend the Giants’ home games due to the COVID-19 pandemic. There will also be a free-to-play predictions for fans each week of the NFL season, with prizes up for grabs.
we’re going to create a lot of opportunities for fans to have fun”
Speaking to CNBC about the deal was DraftKings chief business officer Ezra Kucharz. He said: “We’re trying to service the sports fan, and the sportsbook and [daily fantasy sports] are important to us, and we’re going to create a lot of opportunities for fans to have fun.”
The Giants tweeted out the details of this new deal on Wednesday:
Increasing fan engagement
Brand exposure for DraftKings will be a key aspect of this deal, getting premier brand integration across the stadium during the team’s home games. It will also have a presence across the team’s social, digital, radio, and television media channels. Kucharz underlined that a major reason for these types of partnerships is fan engagement.
New York Giants chief commercial officer Pete Guelli echoed these feelings, saying “Our enhanced agreement with DraftKings provides innovative opportunities as we look to deliver a best-in-class fan experience.”
Guelli went on to say that they are happy to be the first NFL team to have an exclusive integrated sports betting deal.
DraftKings making moves
DraftKings has been keeping busy since it first entered the sports betting space. It has signed numerous fantasy sports and betting partnerships with sports leagues and teams, including the Chicago Cubs, New England Patriots, Dallas Cowboys, Boston Celtics, Indiana Pacers, Philadelphia 76ers, NFL, NBA, MLB, and the PGA Tour.
It also announced on Monday that it is now working with ESPN, which will see the integration of DraftKings content across the sports network. Additionally, the company recently revealed that basketball legend Michael Jordan has joined the board of directors as a special advisor in return for an equity stake. DraftKings only went public in April, following a reverse merger.
Having begun in 2012 as a daily fantasy sports platform, DraftKings now has sports betting operations in ten states. This includes a retail sportsbook in New York and an online sportsbook in New Jersey, home of MetLife Stadium.