DraftKings already made a brand new start of it last week, so a new NY sports betting partnership fits well.
Roughly a week after announcing DraftKings would go public as part of a merger with SBTech, the company formalized a “renewed partnership” with The Madison Square Garden Company. DraftKings Sportsbook becomes the “official and exclusive” sports betting provider of MSG, as well as the New York Knicks and Rangers.
The new sports betting partnership extends a longer-standing setup between DraftKings and MSG for daily fantasy sports. DraftKings entered tie-ups for either legal sports betting or DFS with the four major US professional sports leagues in 2019.
How DraftKings, MSG will work together
The latest team partnership deal for DraftKings will feature marketing elements similar to previous arrangements. Those include:
- Digital and static signage throughout the arena
- Exposure on GardenVision, the arena’s center-hung multi-media display
- Branding on the apron of the court for Knicks games
- Branding on the penalty box and visiting team bench for Rangers games
- Ability to set up activation areas at a variety of fan events the Knicks and Rangers hold throughout the year
Pay closer attention to that final line if NY sports betting ever goes mobile. While New York sports betting languishes behind New Jersey and Pennsylvania without mobile, these activations could gain significant value if that changes.
Teams like the Philadelphia Flyers, Philadelphia 76ers, and New Jersey Devils utilize similar activation areas to sign up customers for mobile sports betting apps.
What they’re saying on DraftKings Sportsbook deal
Ezra Kucharz, DraftKings chief business officer:
“We are 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 two of the most iconic franchises in all of sports that play there. The Madison Square Garden Company is known for providing fans with unforgettable moments, and this emphasis on immersive engagement perfectly complements DraftKings and our likeminded commitment to experiential excellence.”
Ron Skotarczak, executive vice president, marketing partnerships, The Madison Square Garden Company:
“DraftKings has established itself as one of the most successful gaming companies in the industry and we are honored to continue our partnership with their incredible brand. We are both committed to ensuring that our customers have the best possible experience and we look forward to continuing to work closely with DraftKings on programs and promotions that benefit both of our businesses in significant and measurable ways.”