Multi-year deal struck
The NFL’s Philadelphia Eagles have appointed DraftKings as their official sports betting and daily fantasy sports (DFS) partner in a multi-year agreement.
DraftKings announced the partnership in a tweet on Thursday:
As part of the alliance between the two East Coast parties, DraftKings scores exclusive naming rights to the Field Club at Lincoln Financial Field. Freshly christened The DraftKings Field Club, the premium club lounge will go big on VIP play. Featuring exclusive gameday access – complete with an on-field viewing area in the north end zone – the DraftKings-branded private lounge will include hospitality perks and other extras.
“It was a space we’d utilized in the past with a former banking partner, but we wanted to reimagine what it could look like,” Catherine Carlson, Eagles senior VP of revenue and strategy, told sports business media brand Front Office Sports.
As official daily fantasy sports partner, DraftKings will operate the Eagles Stat Showdown. The free-to-play digital game will see fans compete for weekly prizes throughout the NFL season and a chance to win the $5,000 grand prize.
East Coast accord
Ezra Kucharz, DraftKings’ chief business officer, expressed his excitement at aligning with the Eagles. “Be it fans at home, on the DraftKings mobile app, or inside Lincoln Financial Field, we look forward to introducing Eagles fans and DraftKings customers alike to an all-encompassing DraftKings experience,” he said.
DraftKings’ branding strategy will be integrated across “a number of” Eagles social channels and digital assets. The brand will also feature on team practice live streams, in-game material, Eagles-affiliated broadcasts, videoboards, and stadium signage. The Boston-based sportsbook will also have sponsorship activations at the franchise’s annual NFL Draft Party.
will help drive the fan experience at Lincoln Financial Field to the next level”
Carlson is also relishing the new partnership, saying DraftKings had already established itself in Philadelphia “as an emerging leader in the sports and entertainment space [and] that will help drive the fan experience at Lincoln Financial Field to the next level.”
The Philly franchise gives DraftKings four NFL partners, including the New England Patriots, Dallas Cowboys, and most recently, the New York Giants.
Eagles eye opportunities
The Pennsylvania sports betting market is a lucrative one. The state placed third across the US for its August handle of nearly $365m, which also broke state records.
Of all online bets placed in August, around 45% were received by FanDuel, which reached $144m in total handle for the month. DraftKings was second, taking 26% of wagers and posting an $86.8m handle – a hefty $40m increase over July.
The Eagles already have official partnerships with Fox Bet and Unibet. With DraftKings making it a trio, it seems the Philly franchise will stick to the magic number of three sports gambling brands for 2020. “At some point, there’s diminished value once you go beyond three,” Carlson explained.
Carlson is well aware of the opportunity for the Eagles to become leaders in the sports betting market, saying: “It’s a very lucrative and growing category and we’ll continue to monitor it as we go.”