FanDuel eyes New York gains with Yankees partnership
US sportsbook market leader puts pen to paper on expanded marketing deal with MLB icons
FanDuel has agreed a multi-year partnership extension with Major League Baseball’s (MLB) New York Yankees.
Under the terms of the agreement, FanDuel will gain permission to utilize New York Yankees’ trademarked assets in its sportsbook app and promotional material.
Additionally, FanDuel has been given premium VIP hospitality accommodations at Yankee Stadium along with integrated FanDuel signage in right-field and rotational signage behind home plate during television broadcasts.
FanDuel chief marketing officer Mike Raffensperger welcomed the new deal and the possibilities it might bring to the sportsbook operator’s New York offering.
“There is no more globally recognized sports brand than the New York Yankees and as a New York-based company we’re delighted to remain partners with our hometown team,” Raffensperger said.
“One of our company values is to be absurdly fan-focused and there is no fanbase more passionate about their team than Yankees fans which makes this a natural fit,” he added.
FanDuel first partnered with the Yankees in 2020, however the need for an expanded agreement arose after legislators in New York State greenlit mobile sports betting earlier this year.
Following the launch in January, FanDuel has shrugged off early competition from Caesars Sportsbook to become the market leader in the Empire State, taking a handle of $673m and generating revenue of $58.3m in March alone.
New York Yankees senior vice president of partnerships Michael J. Tusiani said he was “very excited” to continue the partnership with FanDuel into this new phase of their existing commercial relationship.
“We hope that FanDuel’s Yankee Stadium presence and customer engagement will continue to strengthen its brand as a sports betting operator within the tri-state area,” Tusiani added.