Following a ‘competitive’ pitching process, Daily Fantasy Sports and betting operator DraftKings has appointed digital marketing agency, NMPi by Incubeta, to lead its new Google advertising strategy. 

The news follows on from an announcement made last week which saw Google relax its sports betting policies, now authorizing the advertisement of such services in Pennsylvania, Rhode Island, Montana, Iowa and Indiana.

Through the new partnership, NMPi will be responsible for delivering campaigns globally across paid search, display, YouTube and Universal App Campaigns (UAC).

Stephanie Sherman, Vice President of Marketing, DraftKings commented on the new partnership: “We are excited to be working with NMPi as we expand our offering across the US and beyond. NMPi has a deep understanding of Google’s advertising technology as well as a wealth of expertise in the sports betting arena so it felt like a natural choice for us and we look forward to getting started.”

NMPi will primarily focus on the advertisement of DraftKings’ DFS and sportsbook offerings, drawing upon its experience in the building, management and execution of sports brands and iGaming operators across Europe. 

Charlie Rowe, Head of Industry – iGaming at NMPi, added: “DraftKings is a forward-thinking, ambitious company operating in a space we’ve had huge success in across the EMEA market. We are delighted that we will be able to bring this experience together with our cutting edge digital capabilities to drive performance and help DraftKings achieve market dominance.” 

Since the end of August 2019, Google has made Daily Fantasy Sports advertising available in 19 states. As a verified Google Marketing Platform Partner, NMPi has been tasked with targeting new customers via a range of digital channels to coincide with the NFL season.