DraftKings unveils star-studded Super Bowl LVII ad
Actor Kevin Hart, wrestler The Undertaker and skateboarder Tony Hawk among cast as Boston-based operator buys in-game slot for third consecutive year
DraftKings has become the second sports betting company to reveal its Super Bowl ad campaign following FanDuel’s signing of former American football player Rob Gronkowski last month.
DraftKings has recruited a star-studded cast to promote itself during the show, with reports suggesting that 30-second slots could cost upwards of $6m.
The campaign sees Kevin Hart hosting a Super Bowl party with a number of his famous friends including rapper Ludacris, ex-American baseball hitter David Ortiz, Tony Hawk and The Undertaker.
The advertising slot marks the third consecutive year that DraftKings has taken a Super Bowl slot and isn’t the only advertising activation the firm is undertaking during the big game.
DraftKings has also teamed up with Molson Coors to let customers bet on the contents of its Super Bowl advert for the chance to win part of a $500,000 prize.
The announcement that DraftKings has joined the Super Bowl advertising slate means that there are now two confirmed sports betting companies in the mix after FanDuel announced its campaign earlier this year.
In 2022, only two sports betting brands advertised during the Super Bowl – Caesars and DraftKings.
It is unsure whether Caesars will advertise again after the firm announced in November 2022 that despite impressive revenue growth, marketing and sponsorship spend had increased and would have to be reduced over the next three years.
DraftKings created the concept for its advert and worked with the agency Hartbeat Productions, owned by Kevin Hart.