Last week, Boston-based DraftKings announced that it would expand its relationship with Major League Baseball (MLB) and become the league’s “Official Daily Fantasy Game.”
The league will introduce DraftKings to a wider audience through a “significant in-ballpark presence,” and promote the company via its digital and social media properties. The site will also serve as one of the MLB’s official sponsors during All-Star week and select postseason events.
“Expanding our exclusive partnership with DraftKings will bring new and exciting ways for fans, particularly younger fans, to play daily fantasy baseball,” said EVP of MLBAM Kenny Gersh in a statement. “DraftKings has established itself as a trusted leader through a high quality fan experience in a rapidly changing space and we are happy to continue to have them on board.”
MLB first got involved with DraftKings in 2013, when it purchased a small stake in the company. This new deal will cement that partnership and see the league make a more significant ownership investment into the company.
“Two years ago, MLB and DraftKings signed the first league deal in daily fantasy history, and we are excited to deepen that ground-breaking relationship through this new, league wide, exclusive partnership,” said DraftKings CEO Jason Robins. “MLB has long been at the forefront of embracing new technologies to create superior fan experiences, and DraftKings couldn’t be happier to partner to continue that tradition of innovation.”
The MLB deal will be another feather in DraftKings’ cap, who has also locked up exclusivity deals with the National Hockey League and the Ultimate Fighting Championship.
While competitor FanDuel enjoys the title of official sponsor to the NBA, DraftKings officials tout the MLB alliance as the “most comprehensive league partnership in daily fantasy sports history.”
According to DraftKings, baseball is the fastest growing sport on the site, with participation growing “nearly eightfold” in the past year. The company found that players betting on MLB games are 35% more likely to choose players from their hometown, a statistic DraftKings believes will create promotional opportunities tailored to customers’ favorite teams.