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DraftKings has unveiled a marketing partnership that makes the firm the official and exclusive sports betting and daily fantasy sports partner of the New York Knicks and Rangers as well as the iconic Madison Square Garden, home of both aforementioned teams.
The agreement gives the Boston headquartered firm brand integration across MSG assets, including digital platforms, in-game promotion and out-of-home signage. The deal also allows DraftKings access to the seven video boards on the outside walls of The Garden, which MSG claims is visible to around 1m pedestrians per day.
“We 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,” said Ezra Kucharz, chief business officer, DraftKings.
“The Madison Square Garden Company is known for providing fans with unforgettable moments, and this emphasis on immersive engagement perfectly complements DraftKings and our likeminded commitment to experiential excellence,” added Kucharz.
The company will have the ability to set up activation areas at a variety of fan events the Knicks and Rangers hold throughout the year.
“DraftKings has established itself as one of the most successful gaming companies in the industry and we are honored to continue our partnership with their incredible brand,” stated Ron Skotarczak, executive vice president, marketing partnerships, The Madison Square Garden Company.
“We are both committed to ensuring that our customers have the best possible experience and we look forward to continuing to work closely with DraftKings on programs and promotions that benefit both of our businesses in significant and measurable ways,” he added.
