DraftKings strikes NFL deal ahead of UK launch

Daily fantasy sports (DFS) DraftKings has struck its first UK sponsorship deal as part of efforts to boost brand awareness ahead of its planned launch in the market by the end of the year.

DraftKings has joined forces with the NFL International Series in a bid to engage NFL fans across the UK during the three NFL International Series games taking place at Wembley this year.

The firm will host events outside Wembley Stadium prior to all three games, with additional events at Trafalgar Square and Regent Street. DraftKings advertising will also appear during the live broadcast of the NFL games on Sky TV.

It said these events would allow fans to take part in American football skill challenges to win merchandise and money-can’t-buy prizes.

“Our partnership with the NFL International Series provides the ideal platform from which to introduce fans to DraftKings in the UK as we expand beyond the US, DraftKings CEO Jason Robins, said.

“As the league looks to introduce more sports fans to American football we will look to showcase what we believe is the world’s best DFS product to British fans through the support of our new partner.”

DraftKings revealed it has received a licence from the UK regulator back in August, and also announced former head of poker at bwin.party Jeffrey Haas would lead the firm’s international expansion plans.

“The response to DraftKings’ upcoming UK launch has been outstanding, and we are thrilled to introduce our product soon to fans in the UK,” Haas added