DG Yuengling & Son Inc, America’s Oldest Brewery, has partnered with DraftKings this week, marking its first-ever fantasy sports collaboration and merging the love of sports and beer through year-round events, contests, and prizes.
To kick off the deal, DraftKings has named Yuengling as the exclusive sponsor of its official Basketball Tournament Bracket Challenge. Participants will have the opportunity to enter for free to make their picks at the start of the tournament to compete for $50K in cash prizing.
“We are excited to continue creating unforgettable moments for our fans together with DraftKings,” said Wendy Yuengling, Sixth Generation and Chief Administrative Officer. “This collaboration is a natural fit given that most Americans look forward to rooting for their favorite college basketball teams while drinking an ice-cold Yuengling beer!”
In the Fall of 2021, DraftKings and Yuengling will join forces to bring fans the Yuengling Saturday Series – an exclusive, free-to-enter college football fantasy contest series timed to every Saturday game day of the regular season.
Shortly after in September, DraftKings will offer Yuengling customizable prediction contests surrounding football game slates. These contests will provide fans a chance to get their skin in the game in a casual, fun way by answering prop-like questions around Sunday Football games.
Yuengling will also leverage DraftKings’ logo as a part of the collaboration, so fans are encouraged to look out for the free sweepstakes involving the collaboration and DraftKings-branded point-of-sale items.
The brewer said it plans to announce more merchandise and initiatives related to the DraftKings agreement throughout 2021.
