Under the terms of the deal, DraftKings will get exclusive NFL sponsorship in the DFS category and will gain access to NFL branding across its gaming platform.
The sports league and the DFS operator will also collaborate on content for DraftKings’ app, including logo, marks, data, NextGen stats as well as NFL-produced video clips. In addition, NFL will integrate the DraftKings brand into its own media content.
Commenting on their latest significant milestone, DraftKings CEO Jason Robins said that “this is a defining moment in the industry, and we are thrilled to become the first daily fantasy sports partner to enter into a formal relationship with the NFL.” The executive added that throughout their negotiations with the league, “it was evident we share a common vision around the future of fan engagement.”
Since founded in 2012, DraftKings has garnered a global DFS player base of more than 11 million. The company says that nearly 90% of its customers have participated in an NFL daily fantasy contest, which shows that the NFL has over the years maintained a position as the most popular league for daily fantasy sports.
Renie Anderson, Chief Revenue Officer and Executive Vice President of NFL Partnerships, said in the joint press release announcing the partnership that “daily fantasy football has been a tremendous vehicle for fans of all types to deepen their engagement with the NFL.”
Source: GMB
