DraftKings eyes international gains with Norwich City DFS partnership
US sports betting heavyweight inks media-led deal with Premier League strugglers and promotion challengers West Brom
DraftKings has agreed to become the official daily fantasy sports partner of English Premier League side Norwich City Football Club for the remainder of the 2021/22 Premier League season.
The partnership includes regular content and recognition of DraftKings throughout the Norwich City stadium, club website, and social media.
DraftKings DFS platform allows players to compete against each other based on player performances across 15 distinct sports categories including the Premier League, Champions League, NFL, and NBA.
The Canaries currently lie 18th in the table and lost 4-0 to Premier League Champions Manchester City at the weekend.
Norwich City commercial director Sam Jeffery welcomed the addition of DraftKings to the club’s “fantastic roster” of partners during the 2021/22 season.
“DraftKings is a huge brand in the States, and we’re delighted the business has selected Norwich City to help support their growth in the UK,” Jeffery said.
“As a club that concentrates on innovating the fan experience, we’ll be working very closely with DraftKings to learn from their successes, and look forward to the content we’ll be collaborating on to enhance the fans’ viewing enjoyment,” he added.
DraftKings SVP of international strategy Jeffrey Haas welcomed the conclusion of the agreement, hailing the contribution of colleagues Ryan Bahia, DraftKings sales enablement director, and DraftKings senior market development manager Chris Hart in pushing the deal through.
“We’re proud to work with a great club like Norwich City and look forward to our collaborative work to come,” Haas said.
Elsewhere, DraftKings has agreed a similar DFS partnership with EFL Championship side West Bromwich Albion (WBA) for the remainder of the current championship season.
WBA chief commercial officer Simon King cited the signing of DraftKings as an official fantasy partner as a real achievement in an “increasingly active and competitive” market.
“DraftKings has had significant growth in recent years and that is testament to their popular and world class products,” King explained.
“We’re excited to work with their team over the coming months and we’re confident our supporters will enjoy their innovative fantasy sports offering,” he added.