Fantasy sports operator DraftKings has moved to further increase its activity in the US professional sports market by agreeing to become the presenting sponsor of this weekend’s Belmont Stakes Racing Festival.
Organised by the New York Racing Association, the festival is regarded as one of the major meetings on the US horseracing calendar.
Under the deal, DraftKings will become the official fantasy sports sponsor of the 2015 festival, which includes the 147th running of the Grade 1 Belmont Stakes on June 6.
DraftKings branding will appear on apparel worn by horses and gate crew, while a branded cooler blanket will be placed on the winning horse of the Belmont Stakes showpiece race.
Other on-site activation will include a branded DraftKings player lounge as well as an exclusive hospitality area for VIP race-goers.
Benefits also include exposure via advertisements and promotions that will air during in-race broadcasts, while DraftKings players that enter a MLB baseball contest prior to this weekend’s event will have the chance to win tickets and VIP access to the festival.
“The Belmont Stakes is one of the premier events in sports and we’re thrilled to be a part of this year’s festival that will culminate with a historic run for the Triple Crown,” DraftKings chief executive officer Jason Robins said.
“This partnership allows us to offer our DraftKings community even more one-of-a-kind experiences that they will never forget and introduce our offerings to new sports fans across the country.”
DraftKings is highly active in the North American professional sports market through existing deals with the Nascar stock-car-racing series, MLB baseball, the National Basketball Association and various NFL American football teams.
source : www.igamingbusiness.com
