DraftKings will become the official sports betting partner of the Boston Bruins NHL franchise, according to a new agreement. The new partnership will provide exciting opportunities for fan interaction, but the deal is dependent on the legalisation of sports betting in Massachusetts.
DraftKings strikes another deal with NHL franchise
Leading digital sports and entertainment company DraftKings announced Thursday a new partnership with the National Hockey League's Boston Bruins franchise. As part of the multi-year partnership, the operator will become the exclusive official partner of the Daily Fantasy team. In addition, DraftKings will become the official sports betting partner of the team and TD Garden Arena under the new deal, as well as the exclusive sponsor of the Boston Bruins Foundation's 50/50 charity raffle.
The deal complements the existing partnership DraftKings has already signed with other NHL teams. In addition, this partnership further strengthens the operator's position as the official daily fantasy partner as well as the NHL's official sports betting partner.
Importantly, the new deal hinges on the legalisation of sports betting in Massachusetts. The state has currently proposed a bill to legalise sports betting, which has yet to receive Senate approval. More recently, DraftKings has signed another deal with Boot Hill Casino in Kansas. By joining forces with Boot Hill, the company has secured market access in a state that has yet to pass sports betting legislation and regulations.
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The collaboration is expected to bring a unique experience to sports fans
The collaboration between DraftKings and the Bruins to create a unique spectator experience will bring strategic digital and social media content. DraftKings will benefit from digital links to its suite of products. In addition, the duo will collaborate on new content series that will be posted on Bruins social media. These series will be "inspired by daily fantasy interactions and exciting moments in the game," DraftKings explained. Such content will include pre-game polls asking fans to predict goals, top scorers and more. If Massachusetts legalizes sports betting, DraftKings and the Bruins will collaborate to create additional content that will surely increase fan engagement.
The unique fan engagement activation that the deal will bring is tied to a 50/50 draw with the Boston Bruins Foundation. As DraftKings will be the exclusive sponsor of the raffle, the operator will benefit from branded signage. The company's brand and content will also be integrated into TD Garden. In addition to arena branding, DraftKings will benefit by being featured on a huge LED billboard facing the moving arena.
DraftKings excited to join forces with Boston Bruins
Boston Bruins president Cam Neely said the team is excited to announce the partnership. In addition, he acknowledged that DraftKings has established itself as a major hub for daily fantasy sports. Neely concluded by saying that the Bruins are looking forward to the partnership, which will bring the very best in sports entertainment to fans at TD Garden.
"We are very pleased to announce our latest deal with the Boston Bruins, an exceptional team that, like us, is relentlessly focused on the fans."
Ezra Kucharz, DraftKings Chief Commercial Officer
DraftKings Chief Commercial Officer Ezra Kuharz said the company is delighted to announce a deal with the Boston Bruins . He added that it is looking forward to seeing the company's trademark "welcome fans wherever they are - online, as part of the Boston Bruins Foundation's 50/50 main draw."
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