Daily fantasy and sports betting operator DraftKings has become the official sports betting partner of the American Cornhole League (ACL).
The deal will see DraftKings offer a variety of free-to-play pools across the US, as well as the industry’s first regulated sports betting offering for professional cornhole.
Selected ACL events will also feature DraftKings Sportsbook odds and lines, via a live ticker displayed to audiences watching ACL broadcasts.
The partnership includes certain marketing rights for DraftKings, including the use of ACL trademarks, logos, footage and photography, as well as on-site branding at events including center court signage for all broadcasts.
Further, DraftKings will receive exclusive access to select ACL content, to be streamed on the operator’s owned and operated channels on YouTube, Twitch and Gamecenter, among others.
DraftKings will also have the ability to use ACL talent in promotions, custom content and events.
“As we’ve learned in the past year, fandom is not limited solely to mainstream sports, and the tremendous growth of the ACL underscores these new engagement possibilities,” said Ezra Kucharz, chief business officer at DraftKings.
“The popularity of cornhole has skyrocketed in general, and there is a real draw for fans to see the best in the world compete, so we’re adding yet another dimension to the enjoyment of cornhole through odds and pools.”
Stacey Moore, commissioner and founder of the ACL, added: “Not only do we expect this to help expand our audience through additional exposure on DraftKings channels, but we look at this is as positive in terms of engagement with our broadcast partners and fans as a whole.”
DraftKings continues to form partnerships across a broad range of sporting organizations. Earlier this month, the operator was named the Ultimate Fighting Championship (UFC)’s first official sportsbook and daily fantasy partner.
Financial results published last month showed that revenue for Q4 2020 grew 98.2% on a proforma basis, as the operator brought in $322.2m for the quarter.