DraftKings has unveiled a marketing partnership that makes the firm the official and exclusive sports betting and daily fantasy sports partner of the New York Knicks and Rangers as well as the Madison Square Garden, which the pair call home.
Entering a renewed partnership with The Madison Square Garden Company, the agreement gives the Boston headquartered firm brand integration across MSG assets, including digital platforms, in-game promotion and out-of-home signage.
Furthermore, the deal allows the firm to have a presence on the seven video boards on the outside walls of the venue, offering exposure to the more than 1 million people who walk by each day.
“DraftKings has established itself as one of the most successful gaming companies in the industry and we are honoured to continue our partnership with their incredible brand,” stated Ron Skotarczak, executive vice president of marketing partnerships at The Madison Square Garden Company.
“We are both committed to ensuring that our customers have the best possible experience, and we look forward to continuing to work closely with DraftKings on programs and promotions that benefit both of our businesses in significant and measurable ways.”
Under the terms of the deal exposure will be seen for all Knicks and Rangers games and throughout Knicks and Rangers broadcasts on MSG Networks, as well as promotions for daily fantasy sports during Westchester Knicks games at the Westchester County Center.
Integration during games includes digital and static signage throughout the Arena, exposure on GardenVision, the Arena’s centre-hung multi-media display and branding on the apron of the court for Knicks games, as well as on the penalty box and visiting team bench for Rangers games.
DraftKings will also have the ability to set up activation areas at a variety of fan events the Knicks and Rangers hold throughout the year.
“We are proud to be named the official sports betting partner and continue as the daily fantasy partner of The World’s Most Famous Arena and for two of the most iconic franchises in all of sports that play there,” said Ezra Kucharz, chief business officer at DraftKings.
“The Madison Square Garden Company is known for providing fans with unforgettable moments, and this emphasis on immersive engagement perfectly complements DraftKings and our likeminded commitment to experiential excellence.”