DraftKings is to make its first appearance at the US Masters after debuting an exclusive multi-year collaboration with world number six Bryson DeChambeau.
As a result of the partnership, DeChambeau will become the first active professional golfer to represent the digital sports entertainment and gaming company via an integrated brand, content, marketing, and VIP centric deal that will feature the California native as the face of DraftKings golf.
Coming off the back of his first major championship win at the US Open in September, the agreement, which commences this month, will see the DraftKings logo featured on DeChambeau’s golf cap.
“Professional golf has been a key growth sport in both daily fantasy and sports betting, and our collaboration with Bryson DeChambeau is a notable new layer of mainstream brand exposure and fan experience,” Jason Robins, co-founder and CEO of DraftKings, noted on the firm’s latest sporting link-up.
“As one of golf’s most promising athletes and the current US Open champion, DraftKings is strategically aligning with winning athletes like Bryson who embody and embolden the competitive fire of our customers.”
At DraftKings, golf remains the fourth-most-popular sport for daily fantasy, while golf sportsbook handle has grown over ten times year over year. Excluding NFL games, the 2019 Masters ranked among the top five highest-bet sporting events on DraftKings.
Amid a surge in golf betting, the athlete sponsorship also entails unique experiential elements to engage fans, such as playing a round of golf with or receiving golf lessons from DeChambeau.
“DraftKings has been at the forefront of innovation for how people experience golf, and the company continues to modernise the game through technology built by and for sports fans,” added DeChambeau.
“The gaming industry has already helped golf reach broader audiences, and I am proud to work with DraftKings on boosting fan excitement and engagement in the game.”