DraftKings inks Boston Bruins strategic partnership

DraftKings has agreed a multi-year deal to become the exclusive daily fantasy sports partner to NHL franchise the Boston Bruins and the team’s TD Garden arena.

The deal will also make DraftKings the exclusive presenting sponsor of the Boston Bruins Foundation 50/50 charitable raffle.

In addition to the DFS partnership, the tie-up sees DraftKings become the official sports betting partner of the Boston Bruins and TD Garden, should sports betting become legal in Massachusetts.

Furthermore, DraftKings and the Bruins will collaborate on digital and social media content, including DraftKings takeovers of the Bruins homepage, app integration, and digital linkages to the DraftKings suite of products.

DraftKings and the Bruins will collaborate on a new content series hosted on Bruins social media channels inspired by daily fantasy engagement and notable moments in the game.

Branding will be included in all signage used by the 50/50 ambassadors throughout TD Garden, and in two in-game promotional drops on the HDX video scoreboard.

It will also be featured in the “Know Before You Go” emails posted pre-game across Bruins email and applicable digital and social media assets.

DraftKings has been granted premium, TV-visible dasher board locations, including on the Bruins’ offensive end on the side of the net – generating maximum TV exposure.

As an addition to in-arena branding, DraftKings will be featured on the supersized, digital LED billboard facing inbound traffic into Boston’s TD Garden.

Boston Bruins President Cam Neely welcomed the new partnership with DraftKings, which has its US headquarters in Boston.

“We are looking forward to collaborating with DraftKings to continue to provide the best possible sports and entertainment experience for our fans at TD Garden,” Neely said.

DraftKings operates mobile sports betting in 15 states, including two states in New England: Connecticut and New Hampshire.