A marketing partnership has been announced which sees DraftKings become the exclusive official sports betting and daily fantasy sports partner of the New York Knicks, the New York Rangers and The Madison Square Garden Company.
As a result, the agreement provides DraftKings with premier brand integration access across MSG’s assets, including digital platforms, in-game promotion and out-of-home signage.
Ezra Kucharz, chief business officer at DraftKings, commented: “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.”
As well as the premier brand integration across the MSG assets, the partnership will also see DraftKings benefit from significant exposure at The Garden for all Knicks and Rangers games and throughout broadcasts featuring either team on MSG Networks.
Moreover, regarding integration, DraftKings will also have access to a wide range of elements including digital and static signage throughout the Arena, exposure on GardenVision, the Arena’s center-hung multi-media display, and branding on the apron of the court for Knicks games and on the penalty box and visiting team bench for Rangers games.
Ron Skotarczak, executive vice president, marketing partnerships, The Madison Square Garden Company, added: “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.”
The integrated partnership between the two companies allows DraftKings to have a presence on the seven video boards on the outside walls of The Garden and grants the fantasy sports provider the ability to set up activation areas at a variety of Knicks and Rangers fan events throughout the year.
Insider Insight: The move continues DraftKings latest objective to boost fan engagement and follows on from it’s three way merger with Diamond Eagle Acquisition Corp and SBTech which aims to ‘transform the way people experience sports’.
This latest deal with MSG will provide DraftKings with a greater worldwide presence as a result of the exposure it will garner through the brand integration and will allow for it to continue its objective through fan activations.