DraftKings allies with Boston Bruins ahead of Massachusetts legalizing sports betting

Image source: Jai Agnish / Shutterstock.com

DraftKings Inc has announced a new multi-year deal with the Boston Bruins to become the exclusive, official daily fantasy sports partner of the NHL team, the TD Garden, and the exclusive presenting sponsor of the Boston Bruins Foundation 50/50 charitable raffle.

The firm will also become an official sports betting partner of the Bruins and TD Garden should sports betting become legal in the state of Massachusetts. 

Boston Bruins President Cam Neely commented: “The Boston Bruins are excited to announce this new partnership with DraftKings, a Boston-based company that has established itself as the premier hub for daily fantasy sports.

“We are looking forward to collaborating with DraftKings to continue to provide the best possible sports and entertainment experience for our fans at TD Garden.”

As part of the deal, DraftKings and the Bruins will produce strategic digital and social media content, with DraftKings takeovers of the Bruins homepage, app integration, and digital linkages to the DraftKings suite of products. 

The two parties will collaborate on a new content series hosted on Bruins social media channels inspired by daily fantasy engagement and exciting moments in the game, such as pre-game polls asking fans to predict shots on goal, saves, highest point scorers, and more. 

Ezra Kucharz, Chief Business Officer, DraftKings, added: “We are thrilled to announce our latest team deal with the Boston Bruins, an exceptional team that like us is relentlessly focused on the fan.

“I’m looking forward to seeing our partnership and branding greet fans wherever they are – online, through the premier Boston Bruins Foundation 50/50 raffle which galvanizes viewers while advancing fantastic charitable causes, and in-person, including with the iconic, supersized, digital LED billboard facing inbound traffic into Boston’s famed TD Garden.”

As the exclusive presenting sponsor of the Boston Bruins Foundation 50/50 Raffle, DraftKings branding will be included in all signage used by the 50/50 ambassadors throughout TD Garden, and in two in-game promotional drops on the HDX video scoreboard. It will also be featured in the “Know Before You Go” email blasts posted pre-game across Bruins email and applicable digital and social media assets.

DraftKings branding and content will be integrated throughout TD Garden as well including at premium, TV visible dasher board locations; 15-second full-screen, full-motion commercial sports and L-wrap banners on all of the venue’s 400+ TVs; and a spot on a supersized, digital LED billboard facing inbound traffic into Boston’s TD Garden.

Last month, DraftKings agreed to become an official sports betting, DFS, and igaming partner of the NHL.