DraftKings has secured a new partnership to provide football fans relief during what is sure to be a contentious Super Bowl LVIII in Las Vegas next month.
The Boston-based sports betting and fantasy company has teamed up with antacid brand TUMS to launch an online platform that will allow fans to make food picks regarding one of the most popular days in American sports — Super Bowl Sunday. The platform, TUMS® Prop Bites, is a first-of-its-kind offering that has up to $10,000 in prizes available for participants 18 and over.
“This year, we’re excited to partner with TUMS to create TUMS® Prop Bites and let food fans get in on the competitive action on game day and leading up to it,” said DraftKings Head of Brand Partnerships and Ad Operations Jay Danahy. “Food is a key part of the Big Game experience for fans watching at home and TUMS® Prop Bites creates an authentic extension of what DraftKings is all about, providing customers with more ways to engage with the events they love.”
DraftKings and TUMS will also be working with consumer goods delivery company Gopuff on Feb. 11 during Super Bowl LVIII. TUMS and Gopuff will deliver free TUMS to football fans during the game’s halftime. The two companies have a website for fans to order one free 60-count bottle.
DraftKings continuing to innovate
TUMS® Prop Bites adds to another recent launch by DraftKings to diversify its offerings.
Last month, the company launched Pick6 — a peer-to-peer fantasy sports platform. Pick6 allows users to make “more or less” selections based on individual player statistics. The platform resembles other pick’em style fantasy games by competitors PrizePicks and Underdog Fantasy, which have faced regulatory scrutiny due to their products resembling sports betting. Pick6, which initially launched in six states, was also impacted by a regulator.
DraftKings shuttered Pick6 operations in Maryland after the state’s Lottery & Gaming Control Agency concluded that the platform violated state regulations as it resembled wagering.
As of Dec. 21, Pick6 is live in 20 states including Alaska, California, New Mexico, and others.
