NFL's Eagles and DraftKings in multi-year tie-up
The Philadelphia Eagles, of American football's NFL, have signed a multi-year deal with DraftKings, the US fantasy sports company.
DraftKings is now the official daily fantasy sports partner, as well as the official sports betting partner, of the Eagles.
As part of the agreement, DraftKings will be given exclusive naming rights for the Field Club, a VIP area featuring hospitality services at the Eagles’ Lincoln Financial Field home stadium, with the lounge now to be renamed ‘The DraftKings Field Club’.
In addition to these naming rights, the DraftKings branding will be integrated across some of the team’s social media channels and digital platforms.
There will also be in-game branding and signage bearing the DraftKings logo at Lincoln Financial Field, while the fantasy sports firm will have a presence on Eagles’ television broadcasts, and activate its sponsorship at the team’s annual NFL Draft Party.
Catherine Carlson, senior vice-president of revenue and strategy at the Eagles, said: “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. DraftKings has established itself as an emerging leader in the sports and entertainment space with an already strong presence in Philadelphia.”
Ezra Kucharz, DraftKings’ chief business officer, added: “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 experience.”
In September, the New York Giants signed up to DraftKings, also in a multi-year deal.
Elsewhere in the NFL, the Los Angeles Rams and the Baltimore Ravens have partnered with Postmates, a US-based meal delivery service.
The service is now both teams’ official mobile order delivery partner.
Last month, the NFL and Postmates signed a multi-year commercial deal, with Postmates becoming the league’s inaugural on-demand food delivery partner, ahead of a season in which, as a result of Covid-19, most fans will initially have to follow games on TV.
The company is also a sponsor of several premier NFL events, including the Super Bowl, the Pro Bowl, and the NFL Draft.
Elsewhere, the NFL has renewed two UK-focused commercial partnerships, with airline Virgin Atlantic airline and personal hygiene brand Just For Men.
Virgin Atlantic’s association with the league, which began in 2011, will now run until 2025, while the Just For Men deal, which started in 2017, will now extend for another three years.
Although the NFL will not play a London match this year, because of logistical and travel-based restrictions brought on by the coronavirus pandemic, the brands have ensured that their names will still be associated with the league when it returns to the UK capital in 2021 or later.
Just For Men has enjoyed an advertising presence on the big screen at London Games before, while Virgin Atlantic transports all participating teams and staff across the Atlantic for the matches.
Last month, the NFL signed a regional sponsorship deal with 888, the online casino, for the UK and Ireland.