The sponsorship arms race between daily fantasy sports sites FanDuel and DraftKings is heating up.
Last week, Boston-based DraftKings secured a partnership deal with the Denver Broncos, one of the marquee teams in the NFL, to become the team’s exclusive daily fantasy sports partner.
Similar to its deal with the New England Patriots, DraftKings’ partnership with the Broncos allows it to be prominently featured at the team’s home field, Sports Authority Field at Mile High, to go with exposure on digital media and TV and radio segments. Likewise, DraftKings also gets access to Broncos-organized fan interactions, including VIP events.
“Daily games and contests are truly the next frontier for fantasy sports, and the Broncos are proud to align with DraftKings, the company that is leading this charge in the U.S.,” Denver Broncos Director of Corporate Sponsorships Derek Thomas said. “Our partnership is an exciting way to provide our fans with another touch point for engaging with the sport and team they’re so passionate about.”
FanDuel, on the other hand, raised the bar by signing one of the glamorous team in NBA Los Angeles Lakers to its own exclusive sponsorship deal.
The arrangement between the Lakers and FanDuel allows the latter to gain promotional exposure during Lakers home games at the Staples Center. Additionally, the daily fantasy sports site will receive exclusive promotion on the team’s online platforms and during closed-circuit broadcasts of Lakers games.
“The Lakers are excited to welcome FanDuel as a new partner of the Los Angeles Lakers,” Lakers Senior Vice President of Business Operations/Chief Operating Officer Tim Harris said. “We look forward to aligning with FanDuel as they make their mark across the sports-entertainment industry as the leader in one-day fantasy sports leagues. We consider this a tremendous opportunity for collaboration and anticipate a long-standing relationship with FanDuel.”
The deal with the Lakers now brings FanDuel’s NBA partnerships to a total of five teams, including Dallas Mavericks, Orlando Magic, Brooklyn Nets, New York Knicks, and Chicago Bulls.
The only other NBA team with an existing partnership with a daily fantasy sports site are the Golden State Warriors, which went in a different direction by entering an agreement with start up operator Major League Fantasy.
PlayMLF CEO Jesse Merl announced the deal over the weekend, commenting on the site’s first partnership deal with a professional sports league.
“The Golden State Warriors, the 2014 Sports Team of the Year, are arguably the most innovative franchise in the NBA, and a great partner,” Merl said. “The type of partner who does things differently, puts an amazing product on the court and delivers an amazing experience night after night. We’re excited about the road ahead.”
Major League Fantasy says that its differentiating factor from other fantasy sports operators is its budding social network. Merl claims that unlike other sites, PlayMLF offers a dedicated social network that allows players an “outlet” to interact with fellow players whether they enter and play with friends and strangers alike.
“The concept is pretty simple, yet pretty different at the same time,” Merl added.
