DraftKings has rolled-out an agreement with the New York Giants that sees the firm become the official igaming, sports betting and daily fantasy operator of the franchise.

The multi-pronged partnership grants the Boston headquartered group access to official Giants marks and logos, in addition to a “first of its kind” virtual SportsLounge open on Giants’ game days.

Furthermore, both parties will also provide a free-to-play Pick ‘Em game that will be available to Giants fans on a weekly basis, as DraftKings emphasises an aim of deepening customer experience and engagement throughout the NFL season and beyond.

“Our enhanced agreement with DraftKings provides innovative opportunities as we look to deliver a best-in-class fan experience,” said Giants chief commercial officer Pete Guelli

“DraftKings is the preeminent leader in sports betting and daily fantasy sports and we are excited to be the first NFL team to have an exclusive integrated deal in this category.”

Building upon an ongoing collaboration, DraftKings is also set to receive premier brand integration across MetLife Stadium during Giants home games. 

Moreover, the group will be recognised as a sponsor and exclusive category advertiser across all team-controlled media including television, radio, and digital and social.

“The New York Giants have continued to be a fantastic organisation to work with over the years, and we are excited to expand our relationship as the Giants’ official exclusive sports betting, igaming and daily fantasy operator,” added Ezra Kucharz, DraftKings’ chief business officer. 

“Both organisations remain committed to customer experience through enhanced product offerings and authenticity and look forward to joining forces across platforms as the highly-anticipated NFL season gets underway.”

The NFL is lauded as the most popular sport on the DraftKings platform, and out of the over 700 sports teams available on the sportsbook, the NY Giants rank in the top 40 for most highly bet franchises by both handle and wagers.