DraftKings has been named as a sports betting partner of professional ice hockey team the Boston Bruins.
The deal will see DraftKings named as the official daily fantasy sports partner of the National Hockey League franchise, and its Boston’s TD Garden Arena, as well as the exclusive sponsor of the Boston Bruins’ 50/50 charity raffle.
In addition, DraftKings will become an official sports betting partner of the Boston Bruins and TD Garden if sports betting becomes legal in Massachusetts.
A bill that would legalize sports betting in Massachusetts was passed by the state’s House in July and referred to the Committee on Senate Ways and Means. The bill stipulates a 12.5% tax for license holders each month.
In order for it to pass, the Senate must now approve its own version of the bill, Senate Bill 269.
“We are thrilled to announce our latest team deal with the Boston Bruins, an exceptional team that like us is relentlessly focused on the fan,” said Ezra Kucharz, chief business officer at DraftKings.
“I’m looking forward to seeing our partnership and branding greet fans wherever they are – online, through the premier Boston Bruins Foundation 50/50 raffle which galvanizes viewers while advancing fantastic charitable causes, and in-person, including with the iconic, supersized, digital LED billboard facing inbound traffic into Boston’s famed TD Garden.”
Through the new partnership, DraftKings and the Bruins will operate a number of strategic social media campaigns. These will involve DraftKings taking over the team’s social media pages and carrying out DraftKings and Bruins app integrations.
The pair will also encourage fan engagement with a new social media content series, which will see fans predict shots on goals, saves and the highest point scorers in fantasy games.
In addition, DraftKings branding will feature throughout TD Garden, particularly on the side of the Bruins’ offensive end net.
“The Boston Bruins are excited to announce this new partnership with DraftKings, a Boston-based company that has established itself as the premier hub for daily fantasy sports,” said Boston Bruins [resident Cam Neely.
“We are looking forward to collaborating with DraftKings to continue to provide the best possible sports and entertainment experience for our fans at TD Garden.”