FanDuel has announced a multiyear partnership with the Boston Bruins on the same day FanDuel is launching its mobile sportsbook app in Massachusetts.
“Massachusetts is home to some of the most passionate fan bases across the country and we’re excited to enhance their viewing experience with the launch of the FanDuel Sportsbook app,” said Mike Raffensperger, chief commercial officer of FanDuel Group. “Bruins fans are the true embodiment of that passion and we look forward to supporting the team this season and beyond.”
As an official sports betting partner of the Bruins, FanDuel Massachusetts can use the Bruins’ marks. Additionally, FanDuel will have signage on dasher boards inside TD Garden and the NHL’s new digitally enhanced dasher boards. Both companies will also partner on digital and social media content, including homepage takeovers and other exclusive content on Bruins and FanDuel social channels.
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What partnerships do for new online sportsbooks
Partnerships with leagues and teams accomplish two goals for sportsbooks entering new markets:
- Secure customer mailing lists and other marketing channels
- Block other entrants from using those same marketing channels
The traditional sportsbook market leaders, DraftKings Sportsbook and FanDuel, already have large mailing lists. Their current and former daily fantasy sports customers can all be sent sportsbook offers. Partnerships with teams such as the Bruins expand that list of customers.
Since these partnerships are limited in number, they also block competitors from these same mailing lists and marketing channels. A team may have room for multiple “official betting partners.” However, companies that partner with sportsbooks want to gain value from their new partner’s brand in return.
Brand value is self-reinforcing. FanDuel is a valuable brand, in part because of its market leadership and high-rated product. The more value its brand gains, the more teams will seek a partnership with them.
Sportsbooks with recognizable and valuable brands tend to secure team, league and other media partnerships. They’re crucial tools for sportsbook brands looking to secure market share and customer acquisition channels.
Other pro sports betting partnerships
Earlier this week, BetMGM announced it signed a sports betting partnership with the Boston Red Sox.
DrafKings is currently the official DFS partner of the Red Sox, so we’ll see how that relationship develops.
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