DraftKings Announces Multi-Year Partnership With Boston Bruins

DraftKings Announces Multi-Year Partnership With Boston Bruins
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DraftKings and the Boston Bruins of the NHL announced today that the two parties have agreed to a multi-year partnership deal.

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DFS Key in Deal

The deal includes DraftKings being the official Daily Fantasy Sports partner for them and the TD Garden (where the Bruins play), as well as being the “exclusive presenting sponsor” of the Boston Bruins Foundation 50/50 charity raffle.

This deal comes after DraftKings and the NHL as a whole agreed on a sports betting, DFS, and iGaming partnership.

Speaking of sports betting, this deal does include that. However, sports betting is not currently legal in Massachusetts. DraftKings would, under this deal, become the official sports betting partner of the Bruins when/if sports betting is passed in the state.

“The Boston Bruins are excited to announce this new partnership with DraftKings, a Boston-based company that has established itself as the premier hub for daily fantasy sports,” said Boston Bruins President Cam Neely. “We are looking forward to collaborating with DraftKings to continue to provide the best possible sports and entertainment experience for our fans at TD Garden.”

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More on The Deal

Together, the Bruins and DraftKings will also find ways to “execute strategic digital and social media content”. This is to continuously improve the best possible viewing experience for fans.

Some of these measures include DraftKings “takeovers” of the Bruins homepage, app integration, digital linkages to DraftKings products, and a new content series hosted on Bruins social channels. The content on these channels will be “inspired by daily fantasy engagement and exciting moments in the game.”

The Bruins and DraftKings have an example of this in mind.

“For example, followers will see pregame polls asking fans to predict shots on goal, saves, highest point scorers, and more,” they said in a press release.

This same strategy will also apply to sports betting if it becomes legal in Massachusetts. Right now, there are two bordering states — Connecticut and New Hampshire — that have already legalized sports betting, so it could be coming to Massachusetts sooner rather than later.

“We are thrilled to announce our latest team deal with the Boston Bruins, an exceptional team that like us is relentlessly focused on the fan,” said Ezra Kucharz, Chief Business Officer, DraftKings. “I’m looking forward to seeing our partnership and branding greet fans wherever they are – online, through the premier Boston Bruins Foundation 50/50 raffle which galvanizes viewers while advancing fantastic charitable causes, and in-person, including with the iconic, supersized, digital LED billboard facing inbound traffic into Boston’s famed TD Garden.”

As mentioned, this deal does include the 50/50 charity raffle, and moving forward, DraftKings branding will be included during the presentation of the raffle. Some of the areas in which you’ll find this branding will include signage used by the raffle ambassadors throughout the TD Garden, two in-game promotional pieces on the scoreboard, and the “Know Before You Go” emails that are posted before the game.

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