Leading daily fantasy sports (DFS) operator DraftKings has agreed an exclusive three-year deal with the National Football League’s International Series, which hosts regular season American football games in the UK every year.
The deal comes as the operator prepares to launch its DFS offering in the UK, having recently secured an operating licence from the Gambling Commission.
DraftKings will look to engage NFL fans across the UK with branding and activities at three NLF International Series games taking place in the next month.
The New York Jets beat the Miami Dolphins 27-14 over the weekend at a full house at Wembley, with Buffalo Bills facing Jacksonville Jaguars on October 25th, and Detroit Lions taking on the Kansas City Chiefs the following weekend on November 1st.
“Our partnership with the NFL’s International Series provides the ideal platform in which to introduce fans to DraftKings in the UK as we expand beyond the United States,” said DraftKings CEO Jason Robins. “As the league looks to introduce more sports fans to American football, we will look to showcase what we believe is the world’s best DFS product to British fans through the support of our new partner.”
DraftKings will also host events outside of Wembley prior to all three games, with additional events at Trafalgar Square on October 3rd and on Regent Street on October 24th.
These events will allow fans to take part in a series of American football skills challenges to win merchandise, prizes and experiences. DraftKings’ advertising will also appear during the broadcast of NFL games on Sky Sports in the UK.
“The response to DraftKings’ upcoming ‘British invasion’ has been outstanding, and we are thrilled to introduce our product soon to fans in the United Kingdom,” said DraftKings chief international officer Jeffrey Haas, who has been tasked with heading up the company’s international expansion. “This relationship with the NFL is just a taste of what’s to come.”
The NFL began holding games in the UK from 2007 at Wembley but will move in 2018 to the Northumberland Development Project, which will be the new home of Premier League club Tottenham Hotspur FC. NFL International Series games may still be played at Wembley however.