Fantasy sports gaming firm DraftKings has continued its partnership drive with major sporting properties by agreeing a multi-year deal with the Madison Square Garden Company.
Under the deal, DraftKings becomes a signature partner of MSG with year-round brand exposure across the company's set of sports, entertainment and media properties in New York.
Through the partnership, DraftKings will be the exclusive official daily fantasy sports partner of MSG’s teams – including NBA basketball franchise the New York Knicks, NHL ice hockey team the New York Rangers, WNBA women’s team the New York Liberty and NBA D-League outfit the Westchester Knicks – along with Madison Square Garden itself.
DraftKings also becomes the marquee partner of the Liberty and will have its logo appear on the team's home and away uniforms and shooting shirts. The Liberty will debut their new DraftKings uniforms today (Friday) when the team hosts the Atlanta Dream in their 2015 regular season opener at The Garden.
DraftKings’ signature partnership includes significant brand exposure at Madison Square Garden for all Knicks, Rangers and Liberty games, as well as Westchester Knicks games at the Westchester County Center. Integration at these events will incorporate a variety of elements, including digital and static signage throughout the Arena; exposure on GardenVision, the Arena's center-hung multi-media display; and branding on the apron of the court for Knicks, Liberty and Westchester Knicks home games. DraftKings will also have a presence on game broadcasts on MSG Network and will be integrated into the digital platforms for the brands, including the Knicks' and Rangers' social media feeds, mobile applications and all four teams' websites.
Additionally, DraftKings will become the title partner of the ‘DraftKings Fantasy Lounge’ on Madison Square Garden's SAP Madison Concourse. The space, which will open this autumn, will include prominent DraftKings branding and give attendees at Garden events an interactive place to gather and play DraftKings daily fantasy sports.
DraftKings will also have a year-round presence on the seven video boards on the outside walls of The Garden. In addition, the daily fantasy sports company will receive a variety of unique experiences and hospitality offerings around the Knicks, Rangers, Liberty and Westchester Knicks.
Through the partnership, DraftKings joins MSG's group of signature partners including Anheuser-Busch, Coca-Cola, Delta Air Lines, Kia, Lexus and SAP, as well as marquee partner Chase.