In Its First National Brand Effort, FanDuel Wants People To ‘Make Every Moment More’
Friday, August 27, 2021 at 04:53PM By Barry Janoff
August 27, 2021: To support its first season as an official NFL partner, as well as new alliances with the WTA and golfer Jordan Spieth, FanDuel online gaming company has unveiled its first national brand campaign, “Make Every Moment More.”
The multi-platform effort is anchored by three national spots, five regional spots supporting the brand’s NFL alliance and activation with newly signed spokesperson Spieth.
According to FanDuel, “This debut work from Wieden+Kennedy, appointed FanDuel’s lead creative agency in July, marks the start of FanDuel’s evolution from customer acquisition to the next iconic sports brand in America.”
As part of multi-year agreements signed earlier this year, FanDuel, as well as Caesars and DraftKings, will have the "exclusive ability to leverage NFL marks within the sports betting category and activate around retail and online sports betting. They will also engage with fans through NFL-themed free-to-play games."
In addition, Caesars, DraftKings and FanDuel will have the right to integrate relevant sports betting content directly into NFL Media properties including NFL.com and the NFL App.
The deals were put at five years and estimated to generate upward of $1 billion over the course of the pacts, according to industry analysts.
“This partnership provides our shared customers with a new level of innovation and unmatched premium content directly within our platform ultimately enhancing every game day,” Matt King, CEO at FanDuel, said via the company.
FanDuel’s alliance with Spieth also includes support of the Jordan Spieth Family Foundation.
The first two spots in the "Make Every Moment More" campaign, “Anthem: Moments Mean More” and “Moments Kickoff,” are breaking this week.
They show how using FanDuel “can make insignificant moments feel massive, and massive moments feel even more powerful.
“These sports moments are FanDuel moments.”
In addition to the three national spots, FanDuel will have five sportsbook ads that feature NFL imagery in the ten states where the brand currently offers mobile sports betting: New Jersey, West Virginia, Virginia, Pennsylvania, Indiana, Colorado, Illinois, Iowa, Michigan and Tennessee. 
In “Anthem: Moments Mean More,” an excited voiceover says, “Make every coin toss feel like a Hail Mary. Make every free throw unmissable. Make every tackle a sack. Make every Drop Jab Hook Hit Steal Save Knuckle Meat Air Through Fly Ground Ball mean more.
"Make minute one as exciting as minute 96. Make every slap shot SLAP. Make every punch feel different. Make your TV your newest love. Make every second, every game, every moment more heart-racing. With FanDuel you can make every moment of the game mean more.”
That is echoed in “Moments: Kickoff”: "What’s the big deal about a first quarter kickoff? Everything . . . if you’re on FanDuel sports book. Make football more than a game of inches. Make kickers feel like quarterbacks.
“Make every touchback feel like a touchdown. And every small moment like this one gives you a chance to win big.”
Text reads, “Make every kickoff feel like a Hail Mary.”
The voiceover returns: “Make every moment more this NFL season with FanDuel sports book.”
"Make minute one as exciting as minute 96. Make every slap shot SLAP. Make every punch feel different. Make your TV your newest love."
FanDuel said it has experienced “unprecedented momentum and, after its recent earnings, is the undisputed leader in the mobile gaming space with over 13 million customers in the U.S. and nearly two million active on the platform daily.”
The company said it is projected to be worth $15 billion and was the first online operator to top the $1 billion mark in gross gaming revenue milestone in 2020, which it said it repeated “in just the first 28 days of 2021.”
FanDuel said its first retail location, FanDuel Sportsbook At Meadowlands Racetrack, NJ, “is the largest volume sportsbook lounge in the U.S., including Nevada.”
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