The aggressive march of prominent gaming company DraftKings is continuing with a new agreement with the National Football League’s New York Giants.
Marking a further expansion of the NFL’s allowance of team sponsorship deals with sportsbooks, the Giants have signed a multiyear exclusive deal designating the Massachusetts-based DraftKings as the Giants’ official sports betting, iGaming, and daily fantasy operator.
The broad-based pact will give DraftKings use of official Giants marks and logos and will lead to the creation of a virtual sports lounge that will open on the team’s game days. DraftKings will also be the Giants’ exclusively category advertiser in these areas on all team-controlled media including television, radio, digital, and social platforms.
Financial terms were not disclosed. The pact closely follows a somewhat similar NFL team-based deal between the Philadelphia Eagles and Fox Bet.
The DraftKings-Giants pact expands upon a prior relationship initially struck in 2015 and focused on daily fantasy.
“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,” said Ezra Kucharz, DraftKings chief business officer.
The Giants rank in the top 6 per cent among the more than 700 teams available in the DraftKings Sportsbook for most highly bet franchises by both handle and wagers.
“Our enhanced agreement with DraftKings provides innovative opportunities as we look to deliver a best-in-class fan experience,” said Pete Guelli, Giants chief commercial officer.
The Giants deal continues a particularly frenetic stretch for DraftKings. The company earlier this week announced a large-scale link integration deal with ESPN, helping send DraftKings stock an all-time high.
DraftKings also recently announced that global sports icon Michael Jordan, also owner of the National Basketball Association’s Charlotte Hornets, is also a special advisor and investor in the company. The company then quickly followed that up with a separate deal to open a sportsbook at Wrigley Field, home of Major League Baseball’s Chicago Cubs.