NY Giants & Philadelphia Eagles both Announce New Sportsbook Wagering Partnerships
For the Eagles, it included a new ‘interactive studio’ at Lincoln Financial Field following a multi-year sponsorship deal with FOX Bet. Fox will become an official partner of the Eagles and the studio will carry the FOX BET brand. The new studio will feature content panning across multiple platforms presented by the firm.
Also, FOX Bet has become the presenting sponsor of Eagles Tailgate Crew podcasts and Eagles Edge, a new program airing on the NFL side’s social channels following all its games. Take a look at the latest NFL betting bonuses and promo codes!
Eagles and FOX Taking Flight
“This new, fully integrated partnership with FOX Bet has enabled us to reimagine the way we deliver content to our fans in a fun and innovative way,” stated Catherine Carlson, Senior Vice President of Revenue and Strategy, Philadelphia Eagles.
Every week during the NFL season, this new interactive studio will bring Eagles fans closer to the game through exclusive access and interviews, football commentary from some of the biggest on-air FOX Sports personalities, and many other surprises along the way. We look forward to growing our partnership with FOX Bet, an industry leader that continues to expand its footprint in the Philadelphia market.
The partnership also has the sportsbook displaying messages on the stadium’s LED and end zone boards plus signage on the concourse levels. “FOX Bet enhances the fan experience in a big way, and this is a fanbase that knows and appreciates big things,” commented Andrew Schneider, CMO, FOX Bet.
“They’re passionate, tough, and willing to do whatever it takes to win. To connect our offering to this one-of-a-kind fanbase is a game-changer. Eagles fans are going to love this, and we’re honored to have this association with a team that is primed for a successful 2020 season.”
This deal and partnership exclusively follow the path of NFL teams directly aligning with entities pursuing the growing overall popularity of US legalized sports wagering. This was not the first casino-related deal the NFL Eagles have signed. Last October, the Eagles and Unibet, a global online gambling operator, announced a multiyear partnership that made Unibet an official casino partner of the team.
Big Blue and DraftKings on Board
Almost immediately after the Eagles announcement, on Wednesday the New York Giants disclosed they agreed to an exclusive partnership deal with DraftKings.
The agreement makes DraftKings Sportsbook the Giants’ official sports betting and daily fantasy sports partner and allows the company to access team trademarks and logos as it looks to continue building its gambling brand. Financial terms of the agreement were not provided.
Within an interview with CNBC on Tuesday, DraftKings’ Chief Business Officer Ezra Kucharz described the deal as a “multisegmented relationship.” The company will also have exclusive digital gaming rights and access to the team’s virtual sports lounge at MetLife Stadium on game days once fans are allowed back in stadiums.
“It’s about all the products,” CBO Kucharz said. “We’re trying to service the sports fan, and the sportsbook and daily fantasy sports are important to us, and we’re going to create a lot of opportunities for fans to have fun.”
As part of the package, DraftKings will also receive increase brand exposure from the agreement. The company said it is obtaining “premier brand integration across MetLife Stadium during Giants home games” in addition to a presence “across all team-controlled media including television radio and digital and social.”
The deal with the Giants is just part of several they have entered over the past month with other sports teams and noted athletes. Getting much attention recently was an equity deal with NBA legend Michael Jordan plus a partnership with Major League Baseball’s Chicago Cubs on September 3rd.
DraftKings already has daily fantasy wagering arrangements with NFL teams including the Dallas Cowboys and the New England Patriots. Owners Jerry Jones of the Cowboys and Robert Kraft of the Patriots are equity partners of the company.
The Mega Thinking
What might make this move combined with other proposed deals with other sports teams unique is the overall building of the brand? As DraftKing’s signature continues to be dotted across stadiums, ballparks, and arenas across the US, their name is instantly synonymous first to the public for both sports wagering and daily fantasy wagering.
Both announcements for FOXBet and DraftKings follow a big announcement for their major competitor FanDuel last June. FanDuel’s multiyear partnership matched them to the Denver Broncos under similar arrangements. It will not be long before we see these types of headlines involving NFL teams and sportsbook leaders coming weekly.
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Larry Gibbs is both a seasoned journalist and a respected online gaming industry consultant. His wry commentary & sharp analysis have appeared in numerous top gaming and sports wagering publications. He has also served as Vice President of US Gaming Services, a marketing research organization with 15 years of experience in US online wagering. He has spoken at noted gaming industry conferences including G2E, GiGSE, and NCLGS.