Marketing News

Daily fantasy sports (DFS) giant DraftKings has partnered with German drinks brand Jägermeister to launch The Real Shot, a new soccer competition launching to coincide with this summer's FIFA World Cup.

The new bracket-style contest is designed to give US fans, whose national team failed to qualify for the tournament, a reason to follow the action this summer.

"We are proud to offer sports fans in America an exciting way to be a part of the biggest soccer tournament in the world through this partnership with Jägermeister," DraftKings chief business officer Ezra Kucharz said.

"Sports is one of the fastest growing forms of content, accelerated by fan engagement and participation, and we are committed to bringing top-tier content to our extremely engaged customer base."

In The Real Shot, players must pick a team to win the tournament outright, as well as predicting the winners of each of the 48 matches to be played during the tournament's group stages.

The players accumulate points based on a customised scoring system devised by DraftKings, competing to climb the Meister and Community Leaderboards. The Meister Leaderboard includes all participating fans, while the Community Leaderboard divides players into groups based on which team they picked to win the trophy.

Players can also earn points by engaging with content on DraftKings' site during the tournament.

Once the group stages are completed, players will then be asked to predict winners of all second round, quarter-final, semi-final and final matches.

The top 500 players on the Meister Leaderboard will receive Jägermeister-branded prizes, while the top five players across all Community Leaderboards will receive country-specific prizes and a branded Jägermeister jacket.

The player with the most points overall will be branded 'The Meister', receiving an all-expenses-paid trip to the winning team's country, as well as match tickets, transportation and spending money.

"With millions of engaged soccer fans in the US, Jägermeister, the unofficial shot of football worldwide, believes every fan has a real team and every team has a real shot at winning," said Chris Peddy, US chief marketing officer of Mast-Jägermeister, the liquor manufacturer behind the spirit.

"We are thrilled to be partnering with DraftKings to launch this first-to-market bracket-style competition that offers consumers a compelling, integrated sports experience and positions Jägermeister as the perfect way to enjoy the game," Peddy said.