DraftKings has signed new partnership agreements with a trio of National Basketball Association (NBA) teams.
The deals see it become a sports betting partner of the Indiana Pacers and Philadelphia 76ers, and a daily fantasy sports partner of the Boston Celtics.
DraftKings has been granted permission to use the teams’ official logos and markings as well as offering VIP events to fans and having the opportunity for in-game promotions and branding through the agreements.
“It is with great enthusiasm that we announce these multi-year partnerships with the Celtics, 76ers, and Pacers,” DraftKings chief business officer Ezra Kucharz commented. “The NBA represents DraftKings’ second-most-popular sport, and we are thrilled to offer our fanbase a continually unique and authentic sports gaming product.
“Each of these partnerships represent a common strategy and stress the importance NBA teams and DraftKings place on fan engagement and overall customer experience.”
In its deal with the Pacers, DraftKings will offer VIP experiences for customers, such as a “Fantasy Camp” and honorary team captain presentations.
“We are delighted to welcome DraftKings into the Indiana Pacers’ family of corporate partnerships,” Rick Fuson, Pacers’ sports and entertainment president and chief operating officer said.
“With prominent in-arena presence, presenting sponsorship of our popular post-game show hosted by Eddie White and other elements, our fans are certain to understand the strength and value of this partnership for both of us. It truly is a win-win.”
For the 76ers, DraftKings will not only be the franchise’s official sports betting partner but also its online casino partner.
As part of the agreement, DraftKings will offer VIPs a “Court of Dreams” experience that allows these customers to visit the 76ers training complex.
“Today marks a new, exciting chapter in the long-standing relationship between two of the sports industry’s most innovative companies, whose dedication to fan experience consistently raises the bar in the sports partnership space,” Philadelphia 76ers President Chris Heck said. “The 76ers are proud to continue to stand alongside DraftKings as we together create and amplify expanded and differentiated opportunities for fans to engage with our team, dynamic players and sport.”
As the Celtics play in Massachusetts, where sports betting is not yet legal, DraftKings’ partnership with the team only applies to daily fantasy sports.
“Daily fantasy sports players are amongst the most highly engaged NBA fans,” Celtics Team President Rich Gotham said. “We’re happy to collaborate with our hometown partner, DraftKings, to serve Celtics fans through a variety of group activations and game day elements, including the presentation of our starting lineup across social channels.”
In December 2019, DraftKings combined with supplier SBTech to form a single company that will be listed on the Nasdaq stock exchange. The move saw DraftKings split from previous supplier Kambi.
A statement released following the acquisition revealed that DraftKings made a loss of $114.1m in the first nine months of 2019 and as of 30 September, had $36.0m in cash assets.