Norwich City Football Club has revealed DraftKings as the official fantasy sports partner of the team for the rest of the 2021/22 Premier League season.

The new collaboration sees the creation of regular content, as well as brand recognition of the sports betting company throughout the Norwich City stadium, club website, and social media.

Sam Jeffery, Commercial Director at Norwich City, commented: “We’re excited to add DraftKings to our fantastic roster of partners this season. DraftKings is a huge brand in the States and we’re delighted the business has selected Norwich City to help support their growth in the UK.

“As a club that concentrates on innovating the fan experience we’ll be working very closely with DraftKings to learn from their successes and look forward to the content we’ll be collaborating on to enhance the fans’ viewing enjoyment.”

Furthermore, West Bromwich Albion has also announced DraftKings as the club’s official fantasy partner for the remainder of the 2021/22 campaign.

Simon King, Albion’s Chief Commercial Officer, added: “Securing DraftKings as our Official Fantasy Partner is a real achievement in what is becoming an increasingly active and competitive market. 

“DraftKings has had significant growth in recent years and that is testament to their popular and world class products. We’re excited to work with their team over the coming months and we’re confident our supporters will enjoy their innovative fantasy sports offering.”

The firm’s Senior VP, Jeffrey Haas, stated that in both partnerships, DraftKings is excited to work alongside the clubs and will look to bring its daily fantasy sports experience to the clubs’ supporters.

On the Norwich City deal, he added: “Through our platform, sports fans can not only draft lineups for the remainder of the season, but can also participate in daily contests, giving them more ways to show their pride and support for Norwich City and their players. We’re proud to work with a great club like Norwich City and look forward to our collaborative work to come.”

In working on its expansion in UK football, the US-based company entered into partnerships with English Premier League football clubs Arsenal, Liverpool and Watford in 2016 as part of a move to support its global expansion.

The year prior, DraftKings secured a licence to launch its services in the UK and had initially planned to go live in the market by October 2015, but shortly after the company confirmed that it was to delay its launch in the UK until early 2016 for unspecified reasons.

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