Alliances and partnerships are the keys to success in any business, especially the sports betting business. Sportsbooks need to partner up with technology and data providers in order to provide the best service to their customers. Casinos need to team up with sportsbook operators to help with the operations of their sportsbooks. These sportsbooks also need to partner up with media outlets to help promote their brand.
This past week, we have seen a number of big partnerships and agreements forged in the sports betting industry.
DraftKings Tightens Relationship With MLB, Teams Up With PGA
DraftKings entered into a multi-year agreement with Major League Baseball to become an “Authorized Gaming Operator” for the league. As part of the expanded partnership, DraftKings will be able to enhance their live and in-game betting options, something that is becoming more and more popular across the country.
The way this will be done will be by using official league data provided by Major League Baseball. DraftKings will also use MLB logos to enhance the look and feel of its product.
The agreement was announced in a press release:
“DraftKings is proud to be designated as a Major League Baseball Authorized Gaming Operator,” said Ezra Kucharz, chief business officer at DraftKings. “This deal speaks to the commitment we have to our customers and sports leagues alike while providing the safest and most entertaining American-made sportsbook. As a result of this agreement, our customers will experience enhanced live wagering offerings for all MLB games.”
Hitting The Links
DraftKings also entered into a partnership with the PGA Tour last week. This multi-year contract and marketing relationship will make DraftKings the first-ever “Official Daily Fantasy Game of the PGA TOUR.”
As part of the deal, DraftKings will advertise its daily fantasy golf contests as “PGA TOUR DraftKings Fantasy Golf.” Players in these contests will have the opportunity to view real-time video highlights for the players in their lineups. The two companies will also “collaborate on a variety of real-time product enhancements via the PGA TOUR’s proprietary ShotLink powered by CDW data feed.”
Kucharz said in a press release: “Golf continues to grow in popularity among DFS players globally at DraftKings and is our fourth-largest sport in terms of engagement, out of 15 total offerings. Our partnership with the PGA TOUR signals a mutual commitment to excellence in customer experience along with a new era in golf fandom and engagement.”
FanDuel Partners Up With Breeders’ Cup
FanDuel has entered into a multi-year sponsorship agreement with the Breeders’ Cup, one of horse racing’s biggest events. TVG (a subsidiary of FanDuel) and FanDuel are now official partners of four business units of the Breeders’ Cup (advanced-deposit wagering, daily fantasy sports, sports betting, and online casino).
TVG will be the title sponsor of two races, The Breeders’ Cup Juvenile and The Breeders’ Cup Mile. This deal gives the Breeders’ Cup, and the sport of horse racing in general, an opportunity to reach a bigger market through FanDuel’s more than six million members.
Penn National Gaming’s Mega-Deal
On Wednesday, Penn National Gaming announced multi-year agreements with a number of big companies in the sports betting industry. Penn National has teamed up with DraftKings, The Stars Group, The Score, and PointsBet.
Jon Kaplowitz, Penn National’s senior vice president of interactive gaming, said in a press release: “We’re pleased to be providing the top names in sports betting, iGaming and poker access to our Company’s non-primary licenses to conduct these operations in exchange for a combination of upfront cash and equity, one-time market access fees, and ongoing revenue sharing.”
This deal may be exactly what DraftKings needs to gain access to the Pennsylvania market. It is unknown if DraftKings will replace William Hill at the Hollywood Casino as its sportsbook provider. However, it seems more likely that DraftKings will open its online sportsbook through The Meadows Racetrack and Casino in Washington, Pa. Nothing is known yet.
DraftKings will also gain access to other states as part of this deal (Florida, Indiana, Missouri, Ohio, and Texas). PointsBet, The Score, and The Stars Group will also gain access to a number of other states as part of the deal.
