Analysis

Smashville! DraftKings is new Nashville Predators partner

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.

Mobile-only state 

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. 

“Continuing momentum”

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.”

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Jake Pollard

Jake Pollard is an experienced journalist and editor who has covered the online gaming and betting industry for many years. He has written for the leading media outlets as well as operators and suppliers in the igaming space. His current areas of focus are wide-ranging and include regulatory developments in the US, emerging markets in South America and how European countries are adapting to a decade of igaming regulation.

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