A multiyear deal announced Wednesday between the New York Giants and DraftKings underscores the growing synergy between legalized sports betting and professional sports teams and leagues.

The exclusive multiyear arrangement makes DraftKings the official sports betting, iGaming and daily fantasy operator of the team. It also grants DraftKings Sportsbook access to official Giants marks and logos, in addition to a first-of-its-kind virtual SportsLounge.

The deal connects Big Blue with big betting bucks.

Of the more than 700 sports teams available on the DraftKings Sportsbook platform, the Giants rank in the top 40 for most highly bet franchises by both handle and wagers.

DraftKings + Giants = a virtual SportsLounge

The Giants and DraftKings have worked together for a number of years. Under this arrangement, DraftKings is set to receive premier brand integration across MetLife Stadium during Giants home games, according to a team press release.

DraftKings also will be recognized as a sponsor and exclusive category advertiser across all team-controlled media.

But the virtual SportsLounge is probably the most intriguing development to come out of the Giants-DraftKings deal.

According to the release, the lounge will be open on Giants game days and will provide “attendees with unique and innovative ways to engage on all DraftKings platforms.”

One of those ways will be a free-to-play pick’em game for Giants fans. The pick’em contest will be available on a weekly basis.

Enhancing the fan experience

It was only two years ago that legal New Jersey sports betting was just getting off the ground. In a short time, the NFL and companies such as DraftKings have become increasingly intertwined.

Earlier this week, the Philadelphia Eagles partnered with Fox Bet to bring a Fox Bet studio and lounge to Lincoln Financial Field.

The ultimate goal of the partnerships is marketing access, but the side benefit provides sportsbook customers and football fans a new experience.

“Our enhanced agreement with DraftKings provides innovative opportunities as we look to deliver a best-in-class fan experience,” said Giants Chief Commercial Officer Pete Guelli.

“DraftKings is the preeminent leader in sports betting and daily fantasy sports, and we are excited to be the first NFL team to have an exclusive integrated deal in this category.”

NFL betting and DraftKings Sportsbook

This agreement also underscores the role of football as the most popular sport on the DraftKings platform.

With promotions like the pick’em game available to New York Giants fans, for example, DraftKings is placing a concept from its national playbook into an individual market.

DraftKings enticed high-action players with its $1,500 entry Pro Football Pick-Em National Championship, in which entrants paid to pick five games every week against the spread. The winner is guaranteed $1 million, and the pool will pay out at least $2 million.

While that contest, which is now closed, appealed to serious handicappers, DraftKings also offers various free pools to customers. A DraftKings-Giants pick’em contest just for Big Blue fans? Touchdown.

Photo by Patrick Gorski/Icon Sportswire via Getty Images

Dave Bontempo

About

Dave Bontempo, a multiple national award-winning boxing commentator and writer, authors NFL betting columns for the Press of Atlantic City and IGaming Player, among others.