Daily fantasy sports partnerships have become somewhat less glamorous in 2019, but Thursday’s news out of Boston put the industry back in the limelight.
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The NFL and DraftKings issued a joint press release this morning announcing a “landmark” multi-year DFS deal. DraftKings is now the Official daily fantasy partner for the king of the US leagues.
Sports and daily fantasy sports have long been bedfellows, but this marks the NFL’s first league-level alliance in the space.
While DraftKings continues to advance its plans for US sports betting, this relationship is strictly confined to the fantasy realm. The NFL is not formally aligned with DraftKings Sportsbook, though the line between the two segments has grown increasingly undefined.
DraftKings and NFL link up
For DraftKings, the deal involves:
- Exclusive NFL sponsorship in the DFS category.
- Access to NFL branding across gaming and content platforms.
The NFL will also collaborate on DraftKings content and integrate the brand into its own media footprint. That may, for example, spawn DraftKings’ fantasy programming on the NFL Network and other league outlets.
DraftKings CEO Jason Robins called the partnership “a defining moment” for the industry.
“Throughout our discussions with the League, it was evident we share a common vision around the future of fan engagement, and we are excited to continue on this unique journey with the NFL as our ‘Official Daily Fantasy Partner.’”
The DFS giant previously entered into similar deals with the NHL and MLB, while the NBA has an official partnership with DraftKings’ primary competitor, FanDuel.
The timid pro football league held out as the last remaining free agent until now.
NFL embraces sports gambling, cautiously
Perhaps as much as any pro league, the NFL has historically worked to distance itself from gambling — at least sports gambling. While the progressive NBA warmed to the idea of legalization and regulation early, NFL Commissioner Roger Goodellexpressed concerns through last year’s Supreme Court decision.
Whether the commissioner likes it or not, the future of the NFL is inextricably tied to gambling.
For now, though, fantasy sports remain a less-controversial format for the league to embrace. And the benefits are similar to the NFL, serving to strengthen the interest of the average consumer.
Draftkings Betting Lines
Here’s CRO Renie Anderson, who oversees league partnerships:
“Daily fantasy football has been a tremendous vehicle for fans of all types to deepen their engagement with the NFL. We’re thrilled to partner with DraftKings, a clear leader in the daily fantasy space, as they continue to innovate and provide our millions of fans additional ways to interact with and enjoy the NFL.”
Draftkings Betting Line Nfl
The NFL now has a DFS partner (DraftKings), a casino partner (Caesars), and a sports betting data partner (Sportradar). It does not yet have a direct partnership with a sportsbook, however, other than nonexclusive deals involving the use of official league data.
The other three competing US sports leagues all have at least one US betting partner:
- MLB: MGM
- NBA: MGM, FanDuel, Fox Bet
- NHL: MGM, FanDuel, William Hill
DraftKings gets in touch with its roots
DraftKings has long relied on such partnerships with leagues and teams to advance its brand, a marketing endeavor that legalized sports betting only magnifies.
In addition to its new role with the NFL, the company has a long list of active and dormant deals with teams across multiple sports — and several stadiums and arenas, too.
While fantasy sports has taken a backseat to sports betting, the segment is still the foundation of DraftKings’ emerging empire. Football will always be the primary driver for sports gaming and gambling in the US.
According to the press release, nearly 90% of DraftKings’ 11 million customers have played an NFL contest. Converting fans to fantasy customers now makes the next conversion to sports bettors that much easier.
DraftKings Sportsbook and FOX Bet landed two big NFL sponsorships this week that should have a big impact on exposure for both brands.
First, FOX Bet landed another Philadelphia sports partner in the Philadelphia Eagles.
The next day, DraftKings Sportsbook announced it finally had a presence at the Meadowlands through an expanded agreement with the New York Giants.
DraftKings Sportsbook deal details
The nation’s second-overall sportsbook operator signed a gaming sponsorship with the NFL’s New York Giants. The sponsorship makes DraftKings the exclusive sports betting, iGaming and daily fantasy operator of the team.
Nh Sports Betting Draftkings
The deal gives DraftKings access to the Giants trademarks and logos. It also includes a virtual “SportsLounge” that will be open on Giants’ game days, though the release doesn’t detail what that includes.
DraftKings Sportsbook also gets to keep the Giants fanbase engaged through a weekly Free-to-Play Pick ‘Em game. That’s important for the brand as the Giants rank in the top 40 most highly bet franchises by handle and total bets, according to the company.
DraftKings exposure at Meadowlands a big plus
The fact that DraftKings Sportsbook now has a presence at the Meadowlands might be a bigger part of the story.
MetLife Stadium is a short walk from the FanDuel Sportsbook at the Meadowlands race track. That sportsbook, along with FanDuel and PointsBet‘s online operations, consistently tops the revenue spot for sports betting in New Jersey.
But it’s not just about New Jersey. DraftKings also has access to the New York sports betting market, and this agreement definitely improves the brand’s exposure in that market.
FOX Bet deal details
The sports betting operator signed a multi-year sponsorship deal with the Philadelphia Eagles. The agreement includes the standard terms: brand mentions on all broadcast, digital and social channels and prominent branding throughout the stadium.
The Eagles are also opening a 4,000-square-foot studio at Lincoln Financial Field, which will include the FOX Bet brand. The studio will use Eagles on-air personalities and include appearances from FOX Bet contributors.
This is not the first team partnership FOX Bet has inked in the Pennsylvania sports betting market. The brand also became the first online sports betting brand to partner with an NBA franchise when it signed a marketing agreement with the Philadelphia 76ers last November.
This also isn’t the first gambling agreement the Eagles signed. Unibet partnered with Philadelphia as the official casino partner of the team last October.
FOX Bet Lounge should be a big draw
Eagles fans will be flocking to the Linc as soon as they’re allowed back in the seats. When they are, it sounds like the FOX Bet Lounge should be a popular stop.
The studio, which includes room for 380 ticketed fans, offers inclusive food and beverage offers and will be open before and after the game.
That will give fans a spot to watch players arrive and finish the post-game show while traffic slowly filters onto I-95.
FOX Bet has some work to do in PA
FOX Bet was the fifth sports betting app to launch in Pennsylvania last year. It hasn’t ramped up like some of the other brands have, though.
The sportsbook took $12.1 million in bets during July, the most recent figures reported in Pennsylvania. That was good for fourth overall in the state and 7.3% of the market, but it was a long way from the top two spots.
FanDuel Sportsbook had $69.7 million in handle while DraftKings Sportsbook took $39.6 million in bets in July.
The lounge could help boost those figures. Also included is a fully branded interactive activation room.