NFL fans, already flooded with ads for daily fantasy sports, could soon see even more advertisements for one of the top daily fantasy providers. DraftKings and the NFL Players Association (NFLPA) announced Tuesday a partnership that will allow some of the NFL's most popular players to star in DraftKings marketing campaigns, according to Forbes.
The agreement, reached through the NFLPA's licensing and marketing arm NFL Players Inc., will allow DraftKings to "employ active NFL players for in-product and promotional campaigns across broadcast, print, social media, digital and mobile properties" throughout the season, Forbes reported. Players can also be used for experiential marketing and memorabilia. Essentially, DraftKings will be able to use NFL stars any way they see fit.
“The NFL season is one of the important times of the year for DraftKings and the DFS industry, so to be able to feature NFL players as part of our marketing efforts adds a level of excitement and connectivity to the game that is a huge win for us and our community,” said Jeremy Elbaum, DraftKings vice president of business development, according to Forbes. “The NFLPA represents some of the most celebrated athletes in the world and we’re looking forward to collaborating with them throughout the season.”
— Scott Soshnick (@soshnick) September 29, 2015
The NCAA has pushed back against daily fantasy sports services like DraftKings and its competitor FanDuel, even threatening discipline to athletes who participate, because money is on the line for those who play. "Fantasy sports leagues threaten both the integrity of the game and the well-being of student-athletes,” Mark Strothkamp, the NCAA’s associate director of enforcement, told ESPN.com.
The NFL, meanwhile, has embraced the services. For instance, the Jacksonville Jaguars have created a space called "FanDuelVille" at their stadium that encourages fans to participate in daily fantasy while attending a game. Twenty-eight of 32 NFL teams have some form of partnership with DraftKings or FanDuel, worth about $6 million to $7 million to the teams, according to research firm IEG. DraftKings already has a deal with star New England Patriots tight end Rob Gronkowski, who has been featured in advertisements.
DraftKings spent $17.8 million on advertisements during the NFL's opening weekend, more than any other company, according iSpot.tv. The company certainly has cash to spend, having raised $300 million in funding in July from investors such as Fox Sports, MLB, NHL and MLS. DraftKings and FanDuel are each valued at more than $1 billion, according to Bloomberg.
The NFLPA, which previously partnered with daily fantasy service DailyMVP, has not yet commented on the monetary details of the deal.