Daily fantasy sports operator DraftKings has inked a marketing partnership with the National Football League Players Association (NFLPA).
On Tuesday, Forbes reported that the NFLPA had inked a group licensing deal that would allow DraftKings to utilize NFL players in DFS marketing. Neither party has commented on the terms of their new arrangement, which comes amid a marketing blitz by DFS operators linked to the start of the new NFL season.
In a press release accompanying the announcement, DraftKings biz-dev VP Jeremy Elbaum said the ability to feature NFL players in its marketing “adds a level of excitement and connectivity to the game that is a huge win for us and our community.”
Ahmad Nassar, president of the NFLPA’s marketing arm NFL Players Inc., expressed his excitement that “more and more players are going to benefit from the rising growth of fantasy sports.” Nassar said NFL players and DraftKings “both have intense, dedicated fan bases” and that the pairing will offer “a new level of authenticity to the daily fantasy experience.”
DFS sites have previously inked deals with individual NFL players and teams. DraftKings’ new NFLPA pact will likely provide greater access to a wider spectrum of players without the need for striking individual deals.
While NFL players are allowed to appear in DFS commercials in which DFS players are told they can win big bucks, NFL rules prevent its players from accepting prizes higher than $250 in any fantasy football contest.
The NFL’s official policy says the prize cap “is intended to avoid any appearance of impropriety which may result from participation in fantasy football games by individuals perceived to have an unfair advantage due to their preferential access to information.” But remember, kids… the NFL doesn’t consider DFS to be gambling.
FANDUEL IN HOT WATER OVER GEORGIA TECH ADS
DraftKings’ coup comes hot on the heels of archrival FanDuel getting in hot water over unauthorized use of college football players in its marketing. Until recently, FanDuel had been making liberal use of an image from the Georgia Tech 2011 Yellow Jackets football schedule, which features players Roddy Jones and Jason Peters.
The team, the players and the company that created the schedule image have all claimed that no one from FanDuel contacted them regarding the use of the image. Georgia Tech’s legal department is reportedly looking into the matter.
Georgia Tech is a member of the Atlantic Coast Conference, which was among the five NCAA football divisions that recently sent letters to FanDuel and DraftKings, urging them to cease offering DFS contests on their games.
This latest incursion into proprietary territory will likely only increase the perception that DFS operators are acting as a law unto themselves, and will lead for further calls for regulatory oversight.
