DraftKings has announced a partnership with the brewery Yuengling to mark March’s college basketball series, offering players up to $100k in prizes.
Under the provisions of the agreement, DraftKings named Yuengling the exclusive sponsor of the “Yuengling Bracket Battle” which runs from March 13 to April 4. The partnership offers fans the opportunity to make free picks at the start of the tournament and compete for $60,000 in cash prizes.
Additionally, fans can enter the college basketball action up to eight times throughout the series with a free-to-play “Yuengling Bracket Pick’em” contest series for a shot to win up to $40,000 in prizes.
“As America’s Oldest Brewery, we are always looking for ways we can provide fun beer drinking experiences that speak to our fans’ greatest passions,” said Wendy Yuengling, Chief Administrative Officer of the Brewery.
“When we saw how much consumers and retailers enjoyed our basketball collaboration last year, we did not want to miss the opportunity to work with DraftKings again, in association with our flagship Lager brand, and make unforgettable sports moments together.”
As part of the agreement, DraftKings branding will be adorned on new beer displays of Yuengling’s Light Lager 99, Golden Pilsner and Black & Tan, encouraging customers to play the Yuengling DraftKings contests for free.
Last week, DraftKings premiered a live broadcast programming schedule for the Men’s College Basketball Tournament bracket reveal in partnership with Vegas Sports Information Network.