By Barry Janoff
June 4, 2015: Fresh off a deal naming it the presenting sponsor of the Belmont Stakes on Saturday, DraftKings has signed a long-term alliance making it a "signature partner" of Madison Square Garden and the exclusive "official daily fantasy sports partner" for all of Madison Square Garden Company's teams, including the New York Knicks, Rangers, Liberty and the NBA D-League Westchester Knicks.
DraftKings joins such MSG signature partners as Anheuser-Busch, Coca-Cola, Delta Air Lines, Kia, Lexus and SAP, plus marquee partner Chase.
Among its other alliances, DraftKings is the exclusive daily fantasy sports partner of MLB, the NHL, Nascar, UFC, the World Series of Poker and the Breeders Cup.
As part of its deal with the Belmont Stakes (June 6), DraftKings gets branded apparel on all horses and gate crew, a branded cooler blanket on the winning horse of the Belmont Stakes at the conclusion of the race, a DraftKings Player Lounge and an exclusive hospitality area for VIP race fans. DraftKings also said it would air a "number of advertisements and promotions" during the broadcast on NBC.
Financial terms of the MSG pact were not disclosed.
"DraftKings is a leader in daily fantasy sports and has been at the forefront of offering fans new ways to connect with their favorite teams and players on a nightly basis," Ron Skotarczak, evp-marketing partnerships for The Madison Square Garden Company, said in a statement.
As part of the deal, DraftKings is now the marquee partner for the WNBA's Liberty, which includes having its logo appear on the team's home and away uniforms and shooting shirts.
Marketing support includes DraftKings' brand exposure at Madison Square Garden for all Knicks, Rangers and Liberty games, as well as Westchester Knicks games in the Westchester County Center.
DraftKings will also have a year-round presence on the seven video boards on the outside walls of The Garden and will be title partner for MSG's "DraftKings Fantasy Lounge" (located on the SAP Madison Concourse), schedule to open this fall.
DraftKings said that integration at these events would include digital and static signage throughout Madison Square Garden, exposure on MSG's GardenVision center-hung multi-media display, branding on the apron of the court for Knicks, Liberty and Westchester Knicks home games and "hospitality offerings" around the four teams.
According to Jason Robins, CEO and co-founder of DraftKings, "The Madison Square Garden Company's outstanding lineup of world-renowned teams and properties makes this an ideal partnership for us," said "We couldn't be more excited to have a brand-new DraftKings Fantasy Lounge at 'The World's Most Famous Arena' where we will continue to provide our DraftKings community with the best of the best in innovative and exclusive experiences for years to come."
"We are thrilled to welcome them to our industry-leading group of MSG signature partners and as the new marquee partner of the Liberty," said Skotarczak. "We look forward to providing them with a platform that connects the fantasy sports destination with our teams' loyal and passionate fan bases."
Boston-based DraftKings was founded in 2012.