Daily fantasy sports (DFS) operator DraftKings has inked an exclusive, multiyear marketing deal with Madison Square Garden Co. (MSG).
Terms of the deal weren’t disclosed, but DraftKings will become the official DFS partner of MSG’s sports franchises, including the New York Knicks (NBA), the New York Rangers (NHL), the New York Liberty (WNBA) and the Westchester Knicks (NBA Development League).
Additionally, DraftKings’ logo will appear on the New York Liberty’s home and away uniforms, which will be unveiled this Friday at the team’s home opener. DraftKings will also get plenty of signage and a branded Fantasy Lounge in the SAP Madison Concourse in New York’s iconic Madison Square Garden arena.
DraftKings already had a deal with the Rangers but the Knicks previously had a pact with DraftKings’ archrival FanDuel. DraftKings CEO Jason Robins called the MSG deal “a meaningful differentiator from our competition.”
MSG exec VP Ron Skotarczak said the deal was based on his firm’s desire “to get deeper with a few partners rather than spreading ourselves wide across multiple partners.” In a thinly veiled shot at FanDuel, Skotarczak said previous deals with other operators were flawed because said operators “cared about maybe one team or two of the teams, and didn’t embrace the concept of being fully exclusive with the sports teams and arena as well.”
The MSG deal is the latest in a long line of promotional tie-ins DraftKings has secured. Last week, DraftKings announced a deal with the New York Racing Association to act as the presenting sponsor of this weekend’s Belmont Stakes, where American Pharoah is hoping to become the first Triple Crown winner in decades.
DraftKings inked an official DFS partnership with the NASCAR auto racing organization last month, joining similar tie-ups with the NHL and Major League Baseball.
