Carolina Panthers
Credit: Jeff Bukowski, Shutterstock

FanDuel has added yet another US sports organisation to a sponsorship portfolio through a partnership with the Carolina Panthers of the NFL.

The sportsbook, the North America focused brand of Dublin-based LSE and NYSE multinational operator Flutter Entertainment, has become an official sports betting partner of the team.

Commercial assets included under the partnership are team marks, which will be leveraged across FanDuel’s marketing channels, alongside digital signage and exclusive events at the Panthers’ Bank of America stadium.

“We are thrilled to welcome FanDuel as an Official Sports Betting Partner,” remarked Kristi Coleman, Carolina Panthers President.

“As we look ahead to the 2024 season, we’re excited about the opportunities this partnership presents to deliver unique and engaging experiences to our fans while they are in North Carolina.”

FanDuel will also work with the Panthers on digital and social media content creation, with the brand aiming to increase its visibility and fan engagement ahead of the 11 March launch of sports betting in North Carolina.

Originally set up as a daily fantasy sports (DFS) platform in 2009, FanDuel merged into the Flutter Entertainment group in 2018 when the latter was at the time trading as Paddy Power Betfair.

This occurred against the backdrop of a growing sports betting market in the US following the repeal of PASPA that year. In the years since, FanDuel’s position has grown to become the leading sportsbook in the US by revenue market share.

Sports sponsorship and marketing has, of course, played a key role in the firm’s growth. The company has been highly active in this area, partnering with the likes of the NBA, MLB, the New York Yankees and now the Carolina Panthers.

Mike Raffensperger, Chief Commercial Officer at FanDuel, said: “Bringing FanDuel to sports fans across North Carolina is an important moment for our business, and we are thrilled to be able to work with the Carolina Panthers to introduce their fanbase to America’s number one Sportsbook. 

“We look forward to supporting the team next season and to engaging the passionate sports fans across North Carolina with our product.”

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