Fantasy sports operator DraftKings has opted to further increase its activity in the US professional sports market by entering into a new deal with the Madison Square Garden Company (MSG).
Under the agreement, the terms of which were not disclosed, DraftKings will become a signature partner of MSG and benefit from year-round brand exposure across the company’s set of sports, entertainment and media properties in New York.
This will include branding placement around the Madison Square Garden Arena through elements such as digital and static signage, as well as incorporation into the digital platforms of MSG’s various brands.
The operator will also become the title partner of the new ‘DraftKings Fantasy Lounge’ facility on MSG’s SAP Madison Concourse and enable visitors to take part in DraftKings daily fantasy sports games.
DraftKings will also serve as the official daily fantasy sports partner of the teams owned and operated by MSG Sports, one of three business segments that make up the MSG company.
These teams include NBA basketball franchise the New York Knicks and NHL ice hockey team the New York Rangers.
In addition, DraftKings will become the marquee partner of New York Liberty, which competes in the Women’s National Basketball Association league.
This segment of the deal will include branding placement on players’ uniforms and shooting shirts.
“The Madison Square Garden Company’s outstanding line-up of world-renowned teams and properties makes this an ideal partnership for us,” DraftKings co-founder and chief executive officer, Jason Robins, said.
Ron Skotarczak, executive vice-president for marketing partnerships at Madison Square Garden Company, added: “DraftKings is a leader in daily fantasy sports and has been at the forefront of offering fans new ways to connect with their favourite teams and players on a nightly basis.
“We look forward to providing them with a platform that connects the fantasy sports destination with our teams’ loyal and passionate fan bases.”
