DraftKings debuts new ‘The crown is yours’ tagline with Fitzmagic ad

Ryan Fitzpatrick
Image: Shutterstock / April Visuals

With football season looming, operators are starting to roll out new ad campaigns in advance of peak acquisition season. On Monday, DraftKings unveiled its new tagline: “The crown is yours”.

The tagline will debut as part of a new commercial featuring longtime DraftKings spokesperson Kevin Hart as well as former NFL quarterback Ryan Fitzpatrick. The ad will begin airing on Aug. 21.

In addition to debuting the new tagline, the ad plays on Fitzpatrick’s “Fitzmagic” nickname to highlight the ease with which bonus bets appear in users’ accounts.

“The crown is yours” tagline will be deployed across all DraftKings media, including digital and social in addition to the television commercial.

Hart has been a major part of the DraftKings marketing plan beyond just commercials. For example, the company debuted a new poker game in its online casino where players can play against a cartoon Kevin Hart called Hart-Race Hold’em.

In the game, cartoon Hart goes all-in every hand in a heads-up poker battle and it is up to the player to decide whether to shove all in first, call, or fold.

Fitzpatrick is somewhat new to the DraftKings fold, but he has experience with the brand through his role as part of the Thursday Night Football crew. The former quarterback is part of the pregame team, which regularly incorporates DraftKings odds and promotions into the broadcast.

Amazon obtained rights to Thursday Night Football last season and announced an exclusive betting partnership with DraftKings in September 2022.