DraftKings to air Cowboys-inspired TV spot ahead of Super Bowl

Dallas Cowboys fan
Image: Shutterstock / April Visuals

DraftKings is adding to the list of companies with coveted a Super Bowl LVIII ad.

The Boston-based sports betting and fantasy company has announced plans to air a 30-second commercial featuring comedian and actor Kevin Hart during CBS’ Super Bowl pregame show on Feb. 11. The TV spot, which initially began airing on Jan. 29, is inspired by the iconic “How ‘bout them Cowboys” speech in 1993 by former Dallas Cowboys head coach Jimmy Johnson.

Johnson, who was inducted into the Pro Football Hall of Fame in 2020, makes a cameo in the spot.

DraftKings is no stranger to Super Bowl commercials and activations.

The company aired a commercial in 2022 during Super Bowl LVI between the Cincinnati Bengals and Los Angeles Rams — the eventual champions. The commercial featured actress Emily James as the “Goddess of Fortune.” A year later, DraftKings would air another Super Bowl spot. The commercial during Super Bowl LVII included Hart, Red Sox legend David Ortiz, former Cowboys running back Emmitt Smith, legendary skateboarder Tony Hawk, and other notable celebrities.

Busy end to the football season for DraftKings

DraftKings’ latest commercial builds on a previous activation for Super Bowl LVIII.

Earlier this month, it landed a partnership with antacid brand TUMS to launch an online platform that allows fans to make food picks on Super Bowl Sunday. TUMS® Prop Bites has tapped comedian Desus Nice as an ambassador and has up to $18,000 in prizes available.

DraftKings is poised to reap the benefits of one of the most anticipated days in American sports.

Last year, 50 million Americans placed a wager on the Super Bowl for an estimated $16 billion handle, according to Forbes. That figure is expected to grow when the San Francisco 49ers face the Kansas City Chiefs at Allegiant Stadium in Las Vegas next month.