DraftKings has become the official sports betting partner of North America’s most iconic sports arena, Madison Square Garden.
The deal builds on the 2017 agreement through which DraftKings became the Madison Square Garden Company’s (MSG) fantasy sports partner just months before the end of the prohibition of betting in the USA through the repeal of PASPA.
The agreement provides DraftKings with premier brand integration across MSG’s assets, including digital platforms, in-game promotion and out-of-home signage.
“DraftKings has established itself as one of the most successful gaming companies in the industry and we are honoured to continue our partnership with their incredible brand,” said Ron Skotarczak, executive vice president for marketing partnerships at MSG.
“We are both committed to ensuring that our customers have the best possible experience and we look forward to continuing to work closely with DraftKings on programmes and promotions that benefit both of our businesses in significant and measurable ways.”
DraftKings’ partnership includes significant exposure at Madison Square Garden in New York City for all New York Knicks and New York Rangers games and throughout Knicks and Rangers broadcasts on MSG Networks.
Integration during games will incorporate a variety of elements including digital and static signage throughout the Arena, exposure on GardenVision, the Arena’s centre-hung multi-media display, and branding on the apron of the court for Knicks games and on the penalty box and visiting team bench for Rangers games. DraftKings will have the ability to set up activation areas at a variety of fan events the Knicks and Rangers hold throughout the year.
The integrated partnership between the two companies allows DraftKings to have a presence on the seven video boards on the outside walls of The Garden, which offer exposure to the more than one million people who walk by MSG each day.
“We are proud to be named the official sports betting partner and continue as the daily fantasy partner of The World’s Most Famous Arena and for two of the most iconic franchises in all of sports that play there,” said Ezra Kucharz, chief business officer at DraftKings.
“The Madison Square Garden Company is known for providing fans with unforgettable moments, and this emphasis on immersive engagement perfectly complements DraftKings and our like minded commitment to experiential excellence.”
The deal comes weeks after the announcement that DraftKings has struck a deal that will see it acquired by Diamond Eagle Acquisition Corp alongside betting and gaming technology provider SBTech, with the combined entity to be listed on the Nasdaq Stock Exchange. It is expected that the DraftKings Inc business will have an equity market capitalization of around $3.3bn at closing, with more than $500m of unrestricted cash on its balance sheet.
DraftKings is already partnered with a series of major US venues, leagues and teams.