The Philadelphia Eagles have no wins this season, but they might just lead the NFL in sportsbook partnerships.
The club and DraftKings announced a marketing deal Thursday morning through which the online sportsbook and daily fantasy sports contest giant will be known as the Eagles’ Official Daily Fantasy Sports Partner and Official Sports Betting Partner.
The agreement comes just two weeks after the Eagles and FOX Bet, one of DraftKings’ primary sportsbook competitors in the state, announced a sponsorship deal that involves creation of a 4,000-square-foot betting lounge at Lincoln Financial Field that will bear the FOX Bet brand.
In addition, last November, Unibet secured rights to prominent branding of its sportsbook throughout “The Linc” via its own partnership with the Eagles.
Such marketing deals have become increasingly common among professional sports franchises and sportsbook operators since the U.S. Supreme Court in 2018 struck down a federal ban that had prevented most sports betting outside of Nevada. Also in Philadelphia, the 76ers have relationships with FOX Bet and Parx Casino, and the Flyers have a marketing deal with the Rivers brand.
No fans yet to take note of the new branding
For the time being, the impact of all these marketing deals is muted by the fact that no fans are presently permitted at Eagles’ home games due to COVID-19 health concerns. Some other NFL teams have been able to host crowds with reduced capacity this season, but that has not been permitted for Pennsylvania’s two franchises.
Assuming the necessary signage and other work is completed before fans return, they will find the stadium’s field club seating area will now bear the DraftKings name.
“The DraftKings Field Club will offer a true VIP experience and exclusive game day access featuring an on-field viewing area in the north end zone, hospitality arrangements in the private club space and additional benefits,” according to the press release announcing the deal.
The agreement also provides DraftKings with branding across the Eagles’ social media channels and digital assets, such as livestreams from practice and on the video boards within the stadium. The sportsbook also will be promoted on Eagles-affiliated broadcasts.
In addition, the DraftKings website will provide a new free-to-play game called Eagles Stat Showdown, which will give fans the opportunity to win weekly prizes throughout the NFL season.
Yep, these Eagles fans are passionate
When presenting such deals, sportsbooks typically tout fans of the city and team involved to be among the sports world’s most devout loyalists. This underscores the value of the partnership for the book. The Eagles-DraftKings announcement is no different.
“Philadelphia is home to some of the most passionate football fans, and we could not be more excited to join forces with the Eagles,” said Ezra Kucharz, chief business officer for DraftKings. “Be it fans at home, on the DraftKings mobile app, or inside Lincoln Financial Field, we look forward to introducing Eagles fans and DraftKings customers alike to an all-encompassing DraftKings experience.”
For their part, the Eagles benefit from a relationship with a sportsbook that draws more activity on its Pennsylvania site than do FOX Bet and Unibet combined, although not much as No. 1 FanDuel.
“Our partnership with DraftKings presents many new and exciting opportunities that will help drive the fan experience at Lincoln Financial Field to the next level,” said Catherine Carlson, the team’s senior vice president of revenue and strategy.
“DraftKings has established itself as an emerging leader in the sports and entertainment space with an already strong presence in Philadelphia,” she said. “We look forward to a successful future with DraftKings and showcasing the value of our shared vision in fun and engaging ways for our fans.”
