DraftKings Signs Betting Marketing Deal with The Madison Square Garden Company

Sports betting and daily fantasy sports operator DraftKings has extended its partnership with The Madison Square Garden Company (MSG) to become the Official and Exclusive Sports Betting and Daily Fantasy Sports Partner of the New York Knicks and Rangers as well as of Madison Square Garden, which is widely recognized as the world’s most famous arena.

The extended marketing partnership will provide DraftKings with brand integration across MSG’s assets, including the company’s digital platforms as well as in-game promotion and out-of-home signage.

News about DraftKings’ partnership with MSG arrived as the betting operator prepares to list on the New York Stock Exchange through a reverse merger with publicly traded shell company Diamond Eagle and to complete the acquisition of sports betting technology provider SBTech in a $3.3 billion deal that will create the only US-based vertically integrated sports wagering and online gaming company.

Benefits from the Extended Partnership with MSG

As part of its marketing deal with MSG, DraftKings will gain significant exposure at Madison Square Garden for all Knicks and Rangers games and throughout Knicks and Rangers broadcasts across MSG Networks. The partnership also provides the sports betting and DFS operator with exposure through promotions for daily fantasy sports during Westchester Knicks games at the Westchester County Center.

The marketing deal further includes:

  • Digital and static signage throughout Madison Square Garden
  • Exposure on GardenVision, the arena’s center-hung multi-media display
  • Branding on the apron of the court for Knicks games
  • Branding on the penalting box and visiting team bench for Rangers games

In addition, DraftKings will be able to set up activation areas at a wide range of Knicks and Rangers fan events throughout the year. These activation areas can significantly boost DraftKings’ digital sign-ups in New York, should mobile betting become legal in that state.

Franchises from states where mobile betting is legal have already incorporated such activation areas at fan events, providing bettors with the opportunity to sign up with locally licensed sports betting operators.

Comments on the Marketing Partnership

Of their extended partnership with DraftKings, Ron Skotarczak, Executive Vice President for marketing partnerships at MSG, said that both his company and the sports betting operator are “committed to ensuring that our customers have the best possible experience” and that they look forward to “continuing to work closely with DraftKings on programs and promotions that benefit both our businesses in significant and measurable ways.”

DraftKings Chief Business Officer Ezra Kucharz added that they are proud to be “named the official sports betting partner and continue as the daily fantasy partner of The World’s Most Famous Arena and for two of the most iconic franchises in all of sports that play there.”

Mr. Kucharz went on that their partner’s “emphasis on immersive engagement perfectly complements DraftKings and our likeminded commitment to experiential excellence.”

Founded in 2021, DraftKings originally started operations as a daily fantasy sports operator but with the May 2018 strikedown of the federal ban on sports wagering the company tapped into the US sports betting field.

Its DraftKings Sportsbook brand, which went live in 2018, currently offers mobile and retail betting services to customers in Indiana, Iowa, Mississippi, New Hampshire, New Jersey, New York, Pennsylvania, and West Virginia.

DraftKings is currently the Official DFS Partner of the NFL and PGA Tour and an Authorized Gaming Operator of the MLB and NBA.

Source: The Madison Square Garden Company and DraftKings Announce Renewed Partnership

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