DraftKings has renewed its deal with The Madison Square Garden Company, becoming the exclusive sports betting and daily fantasy sports partner of famed Madison Square Garden arena.
Draftkings made the deal public last week, and it provides the sports betting behemoth superb integration access across the assets of Madison Square Garden. This includes publicity during games, across digital platforms, and so much more.
Aside from brand integration, the deal also gives Draftkings the benefit of prime exposure during NBA and NHL matches.
Madison Square Garden hosts the games of both the New York Knicks in the National Basketball Association (NBA) and the New York Rangers of the National Hockey League (NHL).DraftKings can now have their brand shown during broadcasts that involve the aforementioned squads on MSG Networks.
DraftKings can also showcase their sports betting and DFS offerings inside the arena via static and digital signs. Brand exposure would happen on GardenVision, the display at the center of the Arena.
During Knicks games, DraftKings will have their branding shown on the court apron. For Rangers games, the brand will be displayed on the bench of the visiting team and the penalty box.
Ezra Kucharz, who is the chief business officer at DraftKings, expressed that the company is ecstatic to be the new official sports betting partner of Madison Square Garden. He said that the firm is thrilled with the chance to work with two of the most storied franchises in all of sports.
“The Madison Square Garden Company is known for providing fans with unforgettable moments, and this emphasis on immersive engagement perfectly complements DraftKings and our like-minded commitment to experiential excellence.”
This renewed collaboration lets DraftKings branding to be displayed across seven video boards on the exterior of the arena. Activation areas will also be created during the NBA and NHL seasons. DraftKings can establish areas of activation during Knicks and Rangers fan events. Fans can glean more information about the company’s sports betting offerings during these events.
The deal with The Madison Square Garden Company follows DraftKings outlining its expectations for more development this year.
Jason Robins, co-founder, and CEO of DraftKings, believes that the sports betting giant will develop its revenue by 30% to $540 million this year. He has also targeted a 30% increase in 2021, which would see revenue surge to $700 million.
DraftKings recently announced a merger with SBTech and plans to go public in 2020, which will also help increase its profits.