Flutter Entertainment-owned FanDuel Group has entered into a partnership with National Football League (NFL) franchise the Buffalo Bills.
Under the multi-year deal, FanDuel will become an official mobile sports betting partner of the Bills.
FanDuel will be able to use official Bills marks and logos, as well as gain access to a range of media assets including TV and radio spots to engage Bills fans, and in-game signage and activations at the team’s Highmark Stadium in New York.
FanDuel will also become the presenting sponsor of the Buffalo Bills-themed podcast, ‘Bills by the Numbers’, which discusses team updates and key fantasy matchups.
“The Bills take pride in being a culture that is built on genuine connection with their fans, and we are absurdly fan-focused at FanDuel, making this a natural collaboration,” FanDuel chief marketing officer Mike Raffensperger said.
“As we prepare to bring America’s #1 sportsbook to New York state, we will collaborate with the Bills to bring unique content and experiences to one of the most loyal fanbases in sports.”
Dan Misko, senior vice president of business development at Pegula Sports & Entertainment, which owns the Bills, added: “FanDuel has built a strong reputation as a premier sports betting destination for sports fans. The ways they reach people through engaging and entertaining content is innovative and aligns with how we think about connecting with our fans.
“We’re very excited for all this partnership will offer our valued fans throughout the state of New York as part of their gameday experience and look forward to working with FanDuel for many years to come.”
The deal comes after the New York Gaming Commission yesterday (January 6) approved, FanDuel, as well as Caesars Sportsbook, DraftKings and Rush Street Interactive, to accept mobile sports bets in the state from tomorrow.
The regulator determined the four operators have “satisfied all statutory and regulatory requirements necessary to accept and process mobile sports wagering activity”, and so each will be able to take their first bets from 9am Eastern Time on Saturday.
Caesars, DraftKings, FanDuel, and Rush Street Interactive were four of the nine operators recommended for licences following the conclusion of the state’s tender process.