DraftKings Expands DFS Content Partnership in Canada with NFL
February 8, 2021 Alex Hoffmann
The American sports betting company and leader in the digital sports entertainment industry, DraftKings Inc. has signed a new contract with NFL, expending the exclusive daily fantasy partnership rights to Canada.
As a reminder, the National Football League had signed a landmark multi-year arrangement with the operator in October 2019 to provide customized player experience. The American technology and entertainment company from Boston is taking things a bit further now by accessing another country’s market, allowing it to reshape the modern fan perception.
Daily Fantasy on the Rise in Canada
The landmark marketing and content agreement between DraftKings and the NFL was limited to the United States for almost 2 years. Thanks to the latest announcement of an expanded contract between the two organizations, DFS fan experience will be significantly increased in Canada, especially in the month as the NFL season approaches the Super Bowl.
As stated by Ezra Kucharz, chief business officer at DraftKings, the relationship is important for both parties as it provides a unique customer experience based on exclusive sponsorship, marketing of DFS products and sportsbook content platforms (SBTech).
“This expanded agreement gives us a unique opportunity in the Canadian market, and we look forward to working with the team at the NFL Canada as we continue to shape the modern fan experience,” added Kucharz.
The Boston-based daily fantasy sports contest and betting operator is the exclusive sponsor of NFL in of branding. As a result of beneficial collaboration, products and content offerings across the DraftKings app and NFL Media properties are soon to be launched in the Canadian market.
“The popularity of Daily Fantasy in Canada continues to rise, providing a great point of connectivity for our fans to engage with the NFL,” said Gavin Kemp, NFL Canada director of corporate partnerships.
Kemp added:
“As the Official Daily Fantasy Partner of the NFL in Canada, this partnership with DraftKings will enhance the Canadian fan’s experience with unique and innovative gaming experiences.”
DraftKings’ Sportsbook is currently live with mobile and retail betting operations in the United States thanks to regulations in Colorado, Illinois, Indiana, Iowa, Michigan, Mississippi, New Hampshire, New Jersey, New York, Oregon, Pennsylvania, Tennessee, Virginia and West Virginia. The company’s daily fantasy sports product is also available in 8 countries worldwide.
In recent months, the Boston-based DFS betting operator also became the official partner of the NFL, MLB, NASCAR and the PGA TOUR. The sportsbook is even an authorized gaming operator of the NBA.
The Charlotte Hornets Deal
Back in January 2021, an American professional basketball team from North Carolina, Charlotte Hornets, has named DraftKings as the exclusive official daily fantasy sports partner of the franchise.
The Hornets compete in the National Basketball Association as a member of the league’s Eastern Conference Southeast Division and will provide access to the operator in regard to trademarks and logos, thanks to the multi-year agreement.
“Charlotte Hornets basketball games are must-watch TV for the NBA, and we look forward to providing Hornets fans with a best-in-class gaming experience,” commented Ezra Kucharz, chief business officer at DraftKings.
Source:
“DraftKings and NFL Expand Exclusive Daily Fantasy Partnership to Canada”, draftkings.com, February 4th, 2021.
This is an enormous achievement for DraftKings! Conquering another country’s market with branding and sponsorship deals in these times is worthy of iration. Hats off to the management.