The Philadelphia Eagles have scored again, annexing a second deal with a major sportsbook operator during the young NFL season.
On Thursday, the Eagles announced a multi-year deal making DraftKings the official daily fantasy sports and sports betting partner.
This follows an earlier agreement announced with Fox Bet for a branded interactive studio at Lincoln Financial Field.
The Eagles-DraftKings deal underscores a major trend sweeping sports and gambling companies.
Eagles-DraftKings partnership details
Consistent components of this DraftKings-Eagles deal include naming rights, hospitality, private club space, branding, and prizes awarded to fans through a weekly game.
Ezra Kucharz, the chief business officer for DraftKings, lauded the arrangement.
“Philadelphia is home to some of the most passionate football fans, and we could not be more excited to join forces with the Eagles,” he said.
“Be it fans at home, on the DraftKings mobile app, or inside Lincoln Financial Field, we look forward to introducing Eagles fans and DraftKings customers alike to an all-encompassing DraftKings experience.”
A big part of the deal is a new DraftKings Field Club at the Linc. The premium lounge will offer “a true VIP experience and exclusive gameday access.”
The DraftKings club will include an on-field viewing area in the north end zone, hospitality arrangements in the private club space, and other benefits.
Lincoln Financial Field is closed to the public with no fans allowed at Eagles games this year. This means the new DraftKings Field Club won’t open until the fan experience returns to the Linc, likely in 2021.
DraftKings branding will also be integrated throughout several of the Eagles’ social media channels and digital assets, including practice live streams, in-game branding, video boards, and signage at Lincoln Financial Field.
DraftKings will also have a strong branding presence on Eagles-affiliated broadcasts.
“Our partnership with DraftKings presents many new and exciting opportunities that will help drive the fan experience at Lincoln Financial Field to the next level,” said Catherine Carlson, senior vice president of revenue and strategy for the Eagles.
“DraftKings has established itself as an emerging leader in the sports and entertainment space with an already strong presence in Philadelphia.”
Free-to-play game for Eagles fans
For fans and customers, there is one other weekly benefit.
Eagles Stat Showdown, a new free-to-play game via DraftKings, will give fans the opportunity to win weekly prizes throughout the NFL season.
In the game, fans play for a shot at $500.
The free Eagles game consists of eight questions that must be answered correctly. A bonus question gives double points.
If the game is played every week, the contestant has a chance at the $5,000 grand prize at the end of the season.
More information about the free-to-play game is available on the DraftKings website.
NFL teams, sportsbooks, and an emerging trend
The Eagles are part of a long line of teams and leagues reaching working relationships with multiple sportsbook operators.
Partnerships between professional sports teams and sportsbook operators have grown rapidly during the second half of 2020.
NFL teams, one by one, are following with marketing partnerships of their own. They take unique additional steps of engaging fans in contests, not merely advertising to them.
The partnerships include:
Why all the partnerships of late? It’s a mutually beneficial arrangement.
It’s good for the betting industry and professional sports leagues to have platforms for cross-promotion. And of course, it’s money.
Football is ideal for this arrangement, containing numerous interactive areas such as tailgate parties as well as pre-game, halftime, and post-game shows.
And there are the actual games, too, in which sportsbooks and teams can connect with customers.