DraftKings becomes Madison Square Garden’s sports betting partner

DraftKings is continuing to expand its presence in the New York betting market.

On Thursday, DraftKings announced a renewed partnership with the Madison Square Garden Company (MSG) for sports betting.

With the partnership, DraftKings will become the “official and exclusive” sports betting provider of MSG, the New York Knicks and Rangers.

The renewed partnership expands upon the 2017 deal that saw DraftKings become MSG’s official fantasy sports partner.

What’s covered in the deal?

Under the renewed deal, DraftKings will benefit from “premier brand integration” across MSG’s assets, which includes digital platforms, out-of-home signage and in-game promotion.

The DraftKings brand will be promoted on digital and static signage throughout the MSG venue. DraftKings will also benefit from increased exposure on GardenVision, MSG’s centre-hung multi-media display.

During Knicks games, the DraftKings brand will be displayed on the apron of the court. Meanwhile, during Rangers games, the branding will be displayed on the penalty box and visiting team bench.

The deal also allows DraftKings to set up activation areas at fan events for Knicks and Rangers events. However, this will only come into effect if New York moves to legalize online and mobile sports betting operations.

Ron Skotarczak, MSG’s executive vice president of marketing partnerships, said: “DraftKings has established itself as one of the most successful gaming companies in the industry and we are honoured to continue our partnership with their incredible brand. 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.”

Ezra Kucharz, chief business officer, DraftKings said: “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. The Madison Square Garden Company is known for providing fans with unforgettable moments, and this emphasis on immersive engagement perfectly complements DraftKings and our like-minded commitment to experiential excellence.”

DraftKings in the US

This news comes after DraftKings announced a deal that will see it acquired by Diamond Eagle Acquisition Corp and SBTech. The combined entity will be listed on the Nasdaq Stock Exchange making it the “Only Vertically-Integrated US-based Sports Betting and Online Gaming Company.”

On December 30, DraftKings also launched online sports betting operations in New Hampshire. DraftKings’ online sportsbook is now available in five states which includes New Hampshire, New Jersey, Pennsylvania, West Virginia and Indiana.

The operator also offers land-based sports betting at casinos in New York and in Mississippi.

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