DraftKings has increased its US footprint by signing a mega deal in New York, becoming the official and exclusive sports betting partner of Madison Square Garden. As part of this deal, it will hold the same title for the New York Knicks and Rangers too.
The sportsbook and daily fantasy sports brand will be able to display its branding throughout the venue. This includes digital platforms, in-game promotions and out-of-home signage.
DraftKings will also be able to have a presence on seven video board located outside the venue. More than one million people walk past here every day, so this poses major exposure opportunities.
A happy relationship so far
The renewed marketing partnership is a continuation of the fruitful relationship between one of the world’s most iconic sporting arenas and a US iGaming leader. Ron Skotarczak, Executive Vice President of Marketing Partnerships at The Madison Square Garden Company, was happy that this will be the case.
“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.
“Both of us committed to ensuring that our customers have the best possible experience. We look forward to continuing our close with DraftKings, on programs and promotions that benefit both of our businesses.”
More than just MSG
Through this deal, DraftKings will also partner with the New York Knicks and New York Rangers – both of whom play here. There will be an integration scheme for games, which will include exposure during all matches. This will also extend to MSG-broadcasted content related to both teams.
There will also be digital and static signage in the arena, plus branding on the apron of the court when the Knicks play. For Rangers games, DraftKings will have branding on the penalty box and visiting team’s bench. Throughout the year, the company will also be able to set up activation areas for various fan events.
Ezra Kucharz, Chief Business Officer at DraftKings, said the following.
“We’re 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 the two iconic sporting franchises that play there.
“MSG is known for providing fans with unforgettable moments. This emphasis on immersive engagement perfectly complements DraftKings and our likeminded commitment to experiential excellence.”