NFLPA Adds DraftKings To Partnership Lineup
WASHINGTON D.C. and BOSTON, Mass. September 29, 2015 – The NFL Players Association (NFLPA), via its licensing and marketing arm NFL Players Inc., and DraftKings, a leading destination for daily fantasy sports (DFS), today announced a group licensing partnership that will allow some of the NFL’s top-rated players to participate in DraftKings’ marketing efforts this season.
“The NFL season is one of the important times of the year for DraftKings and the DFS industry, so to be able to feature NFL players as part of our marketing efforts adds a level of excitement and connectivity to the game that is a huge win for us and our community,” said DraftKings VP of Business Development Jeremy Elbaum. “The NFLPA represents some of the most celebrated athletes in the world and we’re looking forward to collaborating with them throughout the season.”
The NFLPA licensing partnership will provide DraftKings the right to employ active NFL players for in-product and promotional campaigns across broadcast, print, social media, digital and mobile properties, as well as via experiential, memorabilia and content activations.
As the popularity of fantasy sports continues to grow with more than 56 million players in 2015, a nearly 40-percent year-to-year increase according to global market research company Ipsos, the deal provides DraftKings with a new degree of connectivity by directly involving a group of active NFL players in the marketing and promotion of its daily fantasy sports experience to fans. New England Patriots tight end Rob Gronkowski is already a DraftKings endorser, and DraftKings will work in collaboration with the NFLPA’s Player Services department to procure additional players to feature in its marketing efforts.
“Adding players into the marketing of DraftKings makes daily fantasy gaming more real,” said Gronkowski. “Fans get to see more of our personality and not just our stats.”
Today’s news demonstrates the continued growth and broadening of the NFLPA licensing business, which saw six other new licensees come on board in the first half of 2015. The new partnerships were across a range of categories including apparel, toys, digital, mobile and co-branded. The DraftKings partnership represents the NFLPA’s second licensee in the booming Daily Fantasy Sports category.
“We’re excited that more and more players are going to benefit from the rising growth of fantasy sports and are especially excited to partner with DraftKings, a leader that has helped fuel the growth of Daily Fantasy Sports,” said NFL Players Inc. President Ahmad Nassar. “DraftKings and NFL players share an important trait as both have intense, dedicated fan bases. By featuring more NFL players in marketing endeavors, DraftKings will offer a new level of authenticity to the daily fantasy experience.”
About DraftKings, Inc.
DraftKings, Inc. is a leading skill-based Daily Fantasy Sports (DFS) gaming destination for fans in North America to compete in single-day online games for cash and prizes across the largest variety of professional and collegiate sports. DraftKings is the exclusive DFS partner of Major League Baseball, the National Hockey League, Major League Soccer, NASCAR and Ultimate Fighting Championship. Founded in 2012 by CEO Jason Robins, CRO Matt Kalish and COO Paul Liberman, DraftKings is headquartered in Boston, Mass.
The DraftKings app is now also available on the Google Play Store. For more information, go to www.draftkings.com.
About the NFL Players Association
The National Football League Players Association is the union for professional football players in the National Football League. Established in 1956, the NFLPA has a long history of assuring proper recognition and representation of players’ interests. The NFLPA has shown that it will do whatever is necessary to assure that the rights of players are protected—including ceasing to be a union, if necessary, as it did in 1989. In 1993, the NFLPA again was officially recognized as the union representing the players, and negotiated a landmark Collective Bargaining Agreement with the NFL. The current CBA will govern the sport through 2020.
About NFL Players Inc.
NFL Players Inc. is the licensing and marketing subsidiary of the NFL Players Association. NFL Players Inc. has been a trusted resource since 1994, delivering access to the influence, power and personal stories of NFL players. NFL Players Inc. is a “one-stop shop” for businesses seeking licensing rights, access to players through hospitality and events, marketing strategy and player procurement. For more information, please visit nflpa.com/players.
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