FanDuel has announced new partnerships with the NHL and the New Jersey Devils, providing the daily fantasy sports provider with new agreements with the league and one of its teams. The multi-year NHL partnership makes FanDuel the exclusive official daily fantasy partner and an official sports betting partner of the league, while its separate agreement with the Devils marks its first in the sports betting category with an NHL team.
The new NHL agreement will provide FanDuel with opportunities to offer its daily fantasy customers access to exclusive NHL content and special prizing, such as VIP experiences to NHL tentpole events like the NHL Winter Classic and the NHL All-Star Game. FanDuel plans to promote free-to-enter single-game fantasy contests for the NHL Winter Classic, NHL Stadium Series and other marquee matchups throughout the NHL season. FanDuel will also leverage its relationship with the NHL in the sports betting category, including use of official category designations, in a variety of ways to appeal to sports betting customers in legal jurisdictions.
“Our approach to sports betting is to continue to be progressive as we work directly with the industry and focus on innovative opportunities for fan engagement,” said NHL Commissioner Gary Bettman. “Teaming up with FanDuel furthers our strategy of aligning with leading brands that share our vision of using new platforms and technology to drive innovation and engage and excite hockey fans.”
“Joining forces with the National Hockey League was the perfect next step for us as both our sports betting and fantasy sports businesses continue to grow,” said Matt King, CEO of FanDuel Group. “The League’s clear vision for these categories and this partnership marks an exciting time for both organizations.”
To “drop the puck” on the new NHL partnership, FanDuel will soon introduce a “Skate to the NHL Winter Classic” contest, where eligible fans can enter daily fantasy contests on FanDuel to win a VIP trip to the 2019 NHL Winter Classic between the Chicago Blackhawks and the Boston Bruins at Notre Dame Stadium on New Year’s Day.
In a separate agreement with the New Jersey Devils, FanDuel will receive brand exposure during all Devils’ regular-season home games via a prominent, in-ice logo utilizing one of the newly available advertising positions introduced earlier this year by the NHL. The partnership with the Devils will support FanDuel’s connection with the team’s fans and guests of the No. 8 Most Played Arena in the World via integrated social, digital and in-game activation platforms. This will allow FanDuel to highlight its popular “Live In-Play” betting options available on the company’s new FanDuel Sportbook app, among other branding and messaging.
“The FanDuel Sportsbook user is an educated consumer interested in engaging with multiple sports teams and events in dynamic and interactive ways,” said Adam Davis, Harris Blitzer Sports & Entertainment CRO. “Their emphasis on creating innovative platforms and promotions to connect with and galvanize their consumers parallels the fan first mentality at the New Jersey Devils.”
“We will continue to be at the forefront of the action for hockey fans, whether they’re watching sports from a seat in the arena or at home on TV,” said Kip Levin, COO of FanDuel Group. “Our partnership with the New Jersey Devils allows us to be on the ice during the action and in-game messaging is the perfect way to reach hockey fans during the games.”