DraftKings partners with ‘The Garden’

US daily fantasy sports operator Draftkings, continues its high level marketing expansion with the conformation of a multi-year marketing agreement with New York sports and entertainment venue Madison Square Garden Co.

DraftKings will displace rival operator FanDuel as official fantasy sports partner of Madison Square Garden (MSG). The partnership will see the DaftKings brand promoted throughout the MSG venue, the home of New York professional sports teams The New York Knicks (basketball) and The New York Rangers (ice hockey).

As part of its marketing agreement with MSG DraftKings will gain shirt sponsorship of the New York Liberty Women’s NBA team.

MSG announced that it would open an exclusive ‘Fantasy Lounge’ where DraftKings enthusiasts would be able to play games whilst attending ‘The Garden’.

DraftKings CEO Jason Robins welcomed the partnership with MSG

“Madison Square Garden is the most famous sports venue in the world. Everything happens there. To have access to that in exclusive fashion is a meaningful differentiator from our competition”

Ron Skotarczak, MSG VP of Marketing and Partnerships backed Robin’s comments, stating that the partnership with DraftKings would look to embrace all sports teams which call MSG their home.

“The goal is to be as tightly integrated with the sporting experience as possible. Many of the others, who were great to work with, they cared about maybe one team or two of the teams, and didn’t embrace the concept of being fully exclusive with the sports teams and arena as well.”