DraftKings Enters DFS Partnership with the NFL

Viktor Vangelov | Published 27 Sep 2019, 6:32 p.m.

If you know anything about UK sports, or sports betting, or both, you are probably aware that there has been an ongoing debate regarding betting shirt sponsorships. Some operators, in fact most major operators have already agreed to stop appearing on the front of football shirts, especially if the clubs in question play in the Premier League. There have been quite a few interesting events and marketing campaigns in the past several months.

In a surprising turn of events, companies even started criticising each other for giving the whole industry a bad name. For instance, GVC criticised 32Red for agreeing to sponsor Derby County. The CEO of GVC, who previously agreed to a substantial pay cut, called the sponsorship deal a compete own goal.

At a time when a lot of providers have been fined by the UK Gambling Commission, many don’t believe that GVC’s attitude and views are genuine, but be that at as it may, it is clear that this company is struggling to boost is image as a responsible provider, but that will also help boost the image of the industry as a whole. Paddy Power also made an effort and the popular operator based in Ireland launched a clever marking campaign involving their Huddersfield sponsorship deal, despite the fact that the campaign drew criticism.

US gambling landscape has changed over the years

Meanwhile, in the US, on the other side of the Atlantic, the situation is quite the opposite. Namely, DraftKings, one of the major fantasy sports providers signed a partnership deal with the American football league – the NFL.

The League, i.e. one of its official representatives said that the deal includes exclusive opportunities when it comes to sponsorship, related to daily fantasy sports. Namely, DraftKings will have a chance to market their products and services across a range of platforms and channels.

If anybody said few years ago that UK betting companies will no longer actively participate as club sponsors, whereas betting and fantasy sports providers in the US will strike partnership deals, people would’ve thought that they were crazy, but that’s exactly how it turned out to be.

UK’s legislation and the authorities’ attitude towards betting companies is getting more restrictive, whereas US betting and fantasy sports operators are moving forward and taking advantage of the changed situation. Namely, in the last few years, US states, lawmakers and other stakeholders are becoming increasingly acceptive of the possibility of legalising gambling.

Sports betting deal remains a possibility

It should be noted that even though DraftKings has shifted and from being solely a fantasy sports operator is now also providing sports betting services to citizens of New Jersey and West Virginia. As you may already know, more than a dozen states have legalised sports betting since the Supreme Court overturned the ban on sports betting that existed on a federal level.

The deal that DraftKings signed with the NFL has nothing to do with their sports betting department, the deal only concerns DraftKings as a daily fantasy sports provider. But, the idea of doing a sports betting deal with the NFL isn’t that far-fetched, the NFL has signed exclusive sports betting deals before, albeit outside of America. Namely, the NFL has a sports betting deal with Tabcorp in Australia. On top of that, the NFL also has a casino deal with Caesars Entertainment.

Other Top Stories

Jul 03, 2020
House of Lords report calls on drastic changes among regulators

A new report released by the House of Lords has called for urgent action from the UK gambling regulators to protect players.

Jul 02, 2020
Michigan and Illinois sports betting updates

Michigan started accepting sports betting licence applications, while the Illinois sports betting market welcomes DraftKings’s gaming services.

Jun 24, 2020
Louisiana approves daily fantasy sports legislation

After two years, the Louisiana Senate agreed on the tax rate and approved daily fantasy sports betting legislation.

Jun 22, 2020
Sports betting bill proposed in Georgia

Georgia is the next state in the list of US states that are considering sports betting legalisation. The bill is now in front of the full Senate and it seems that the state's professional sports teams are also in support of the idea.

Jun 18, 2020
APPG asks for UK gambling advertising ban

The APPG has called for a ban on all gambling advertisements in the UK, as well as a £2 stake limits for online slots.

Jun 15, 2020
Operators to donate £100 millions to problem gambling

The largest gambling operators in the UK have pledged to donate £100 million to problem gambling, as well as additional funds to other charities and causes. This has been regarded as a testament that the industry is willing to take its part and help tackle problem gambling.