Daily fantasy sports operator DraftKings has moved to strengthen its presence in North America’s NFL American football by entering into a group licensing partnership with the NFL Players Association (NFLPA).
Under the deal, agreed through the NFPLA Players licensing and marketing arm of the NFLPA, DraftKings will gain access to a number of NFL players for various marketing activities.
DraftKings will acquire the right to employ active NFL players for in-product and promotional campaigns across broadcast, print, social media, digital and mobile properties, in addition to experiential, memorabilia and content activations.
DraftKings already has a large presence in the NFL through ongoing partnerships with various franchises, while Rob Gronkowski of the New England Patriots is an official endorser for the company.
The firm will now work with the NFLPA’s Player Services department to procure additional players to feature in its marketing efforts.
“We’re excited that more and more players are going to benefit from the rising growth of fantasy sports and are especially excited to partner with DraftKings, a leader that has helped fuel the growth of daily fantasy sports,” NFLPA president Ahmad Nassar said.
“By featuring more NFL players in marketing endeavours, DraftKings will offer a new level of authenticity to the daily fantasy experience.”
Jeremy Elbaum, vice-president of business development at DraftKings, added: “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.
“The NFLPA represents some of the most celebrated athletes in the world and we’re looking forward to collaborating with them throughout the season.”
source : www.igamingbusiness.com
