Online fantasy sports operator DraftKings has agreed a partnership with American football team the New England Patriots.
Under the terms of the deal, DraftKings will gain prominent branding on the Patriots’ properties, including in-stadium signage, on the team’s social media channels, email newsletter, and its Fantasy Tips of the Week updates.
DraftKings co-founder and chief marketing officer Paul Liberman said his company was incredibly proud to associate itself with one of the most successful American football franchises.
“The Patriots are one of the league’s model franchises and we are pleased to align ourselves with them,” Liberman said. “We look forward to bringing the excitement of daily fantasy sports into the game-day experience.”
Murray Kohl, vice president of corporate sales for the Patriots, said the team was proud to partner with DraftKings, noting that the company was based in Boston, the largest city in the team’s home state.
“Many of our fans in the stadium are playing daily fantasy sports and we want to provide them with the most up to date information,” he added.
DraftKings is one of the highest- profile fantasy sports operators in the US, acquiring rival operator StarStreet and closing a $41m Series C funding round in August this year.
The funds have been used to broaden the company’s mobile and online offerings, and launch a wider variety of sports with guaranteed prizes.
This includes the Fantasy Football Millionaire series, where DraftKings will award four players a $1m prize over the course of the American football season. DraftKings claims the contest is the largest promotion in the history of daily fantasy sports, and part of a plan to award more than $100m in collective prizes in the NFL season.