DraftKings has agreed an exclusive, multi-year partnership with the New York Giants that sees the sports betting giant become the National Football League (NFL) franchise’s official wagering, igaming and daily fantasy partner.
Through the new partnership, which builds on an existing relationship between the parties, DraftKings has been granted access to official Giants trademarks and logos.
Its brand will be featured throughout the team’s MetLife Stadium in East Rutherford, New Jersey during Giants home games, DraftKings will also be featured as a sponsor and exclusive category advertiser across all team controlled media such as television, radio, digital and social.
The operator will also open a special virtual sports lounge on game days, something it describes as the “first of its kind”, which will give attendees “unique and innovative ways” of engaging with the brand across all its platforms.
“The New York Giants have continued to be a fantastic organization to work with over the years, and we are excited to expand our relationship as the Giants’ official exclusive sports betting, igaming and daily fantasy operator,” DraftKings chief business officer Ezra Kucharz said.
“Both organizations remain committed to customer experience through enhanced product offerings and authenticity and look forward to joining forces across platforms as the highly-anticipated NFL season gets underway.”
DraftKings will also roll out a new free-to-play pick’em game that will run weekly, for Giants fans.
“Our enhanced agreement with DraftKings provides innovative opportunities as we look to deliver a best-in-class fan experience,” said Giants chief commercial officer Pete Guelli.
“DraftKings is the preeminent leader in sports betting and daily fantasy sports and we are excited to be the first NFL team to have an exclusive integrated deal in this category.”
The NFL’s Philadelphia Eagles today also signed a partnership with a sports betting operator, bringing in Fox Bet in a multi-year deal.