DraftKings extended its sponsorship activities in regulated states, becoming the official DFS and sports-betting operator of the Nashville Predators.
The agreement with the NHL franchise is part of a new multi-year deal. It follows the operator’s launch of its mobile sportsbook app in Tennessee.
Digital media assets
DraftKings will make full use of the Nashville Predators’ digital and social media efforts.
Campaigns will include content ‘takeovers’ of the team’s homepage, ‘Predator app’ integration and social-media giveaways.
DraftKings betting lines will also be prominently showcased during both pre-game and in-game radio advertising.
DraftKings branding and content will be integrated throughout the Bridgestone Arena.
This includes signage visible on TV for all regionally-broadcast Predators games.
Tennessee is a mobile-only state and went live with regulated sports betting on 1 November.
It is seventh on the Wedge Index measurement of gaming friendliness.
The Tennessee Education Lottery recently reported that consumers had bet nearly $27.4 million in the first week of legal sports-betting in the state.
Operators recorded $2.5m in revenues, although market share figures were not provided.
Currently four operators are live in the market including BetMGM, DraftKings, FanDuel and Tennessee Action 24/7.
BetAmerica, William Hill/CaesarsBet and WynnBET are all waiting on licensing approval.
Signage for DraftKings will also be incorporated on the Lexus Lounge LED screen for all regular and post-season Predators home games.
The group will also have a regular presence in ‘This Week in Smashville,’ the Predators’ newsletter.
Ezra Kucharz, Chief Business Officer at DraftKings, said the deal continued DraftKings’ momentum in Tennessee.
“Predators fans will get the full DraftKings experience both on and off the ice as we look forward to the return of hockey season.”
Chris Junghans, Chief Revenue Officer, Nashville Predators, added this represented a “new era of Tennessee sports fandom.”