A week after securing a deal with the owner of some of NASCAR’s most iconic locations, DraftKings is expanding its presence in one of Major League Baseball’s most venerated stadiums.
Fans at tonight’s Chicago Cubs-White Sox game at Wrigley Field will get their first look at the new DraftKings Sports Zone, situated at the corner of Addison Street and Sheffield Avenue inside the park. The press release from the Cubs didn’t contain many details, but the mention of prizes for “game participants” seems to indicate that the food and beverage vendor will function similarly to the fantasy sports lounges DraftKings has planned for other venues.
In addition to existing deals with the Staples Center in Los Angeles and Madison Square Garden in New York, DraftKings is rumored to be working on a deal with the Dallas Cowboys that would include a fantasy sports-themed bar in AT&T Stadium.
In other news from the DFS marketing arms race …
DraftOps signs deal with Anaheim Ducks
Forbes reports that upstart DFS operator DraftOps has inked its second NHL franchise, signing a four-year team sponsorship deal with the Anaheim Ducks.
According to the article, the deal includes:
… branding of an outdoor bar area that will allow Draft Ops brand ambassadors to interact with Ducks fans and educate them on the Draft Ops daily fantasy platform. It further includes assets such as dasher boards, giveaway night promotions, social media obligations, fan experiences and LED promotions on the Ducks’ jumbotron at the Honda Center in Anaheim.
DraftOps reached a three-year deal with the Barclays Center and the New York Islanders in June, and a site representative told DailyFantasyTalk then that the company planned to pursue other similar assets around the country.
“The key is in lounges,” the DraftOps rep said. “We really believe in that to the extent that we could get a significant amount of real estate assets in the form of stadiums—a little on the west coast, a little on the east coast, a little south, a little Midwest. We think that’s the way to go.”
Monday’s announcement is a clear continuation of that strategy.
“We saw this as a strategic move into the Southern California marketplace, allowing us to gain exposure without restrictions at Staples Center that would have limited our use,” a Draft Ops representative told Forbes. “We were actively and aggressively involved in the (Los Angeles) Lakers bidding process early on, but restrictions on the arena caused concern, preventing us from setting forth a clearly superior offer to win the bid. Instead, limitations will be imposed on FanDuel’s use, who will continue with the Lakers asset. The restrictions arise from AEG’s ownership of the arena, which allows its partner DraftKings to prevent fan activation in the arena, entrance pavilions and LA Live areas.”
The Lakers’ deal with FanDuel expired at the conclusion of the 2014-15 season. This quote implies that it will be renewed, though no announcement has yet been made on that front.