MSG Networks has united with FanDuel in a new comprehensive sponsorship agreement that will designate the operate as an official sports gaming partner for New York Knicks and New Jersey Devils broadcasts on MSG Networks.

The collaboration aims to increase engagement and exposure for the brand, with a mix of in-game and halftime integrations, branded content and commercial spots that will air during MSG Networks’ Knicks and Devils game broadcasts, as well as features that will air during the team’s pre- and post-game shows.

Mike Raffensperger, Chief Marketing Officer, FanDuel commented: “Joining forces with MSG Networks allows us to further enhance the viewing and sports betting experience for fans, giving them a new way to watch sports. By partnering with MSG Networks, we are leading the charge in how sports gaming operators integrate with broadcasting, ultimately transforming the experience for sports fans.”

Devils telecasts will also showcase live updates and updated betting odds on the ticker during each intermission to keep fans up-to-date between periods.

Kevin Marotta, Senior Vice President, Marketing and Content Strategy, MSG Networks added: “We are excited to partner with FanDuel to bring our fans timely content and information that provides a deeper way to engage with our game coverage,” said .

As part of the deal, MSG Networks also recently debuted “Inside the Lines,” a new, five-minute show that will air before every Knicks pre-game show and provide viewers with a quick look at the NBA betting landscape. A one-minute, NHL-focused show, “Line to Line,” will air leading into every Devils pre-game show, highlighting some of the available betting lines around the league and in the Devils game that night.

The partnership will also feature integration on MSG Networks’ social channels and MSG GO, its live streaming and video on demand platform, enhancing the overall viewing experience for Knicks and Devils fans.

Insider Insight: In game activations are key for betting operators when it comes to maximising partnerships with sports clubs. This type of innovation within US sports sponsorships could usher in an era of new styles of partnerships as brands seek to fully engage with the sports fans. Expect other brands to follow the lead of FanDuel and embrace creative activations in order to fully unlock the US audience.