FanDuel targets NFL bettors with new multi-platform ad campaign
US operator launches “Make Every Moment More” series showcasing NFL content and new partnership with Jordan Spieth
FanDuel has launched a new multimedia national advertising campaign as the sports betting heavyweight looks to leverage its NFL partnership ahead of the new season.
The “Make Every Moment More” series includes three national TV and five regional TV spots, all produced by FanDuel’s newly appointed creative agency Wieden+Kennedy.
Wieden+Kennedy was appointed lead agency for the firm in July. Its clients include US heavyweights Nike, HBO, VISA, Old Spice and Ford.
The five regional shorts will air in FanDuel’s 10 US operating states: New Jersey, West Virginia, Virginia, Pennsylvania, Indiana, Colorado, Illinois, Iowa, Michigan and Tennessee.
It will also include brand integrations featuring the firm’s newest sportsbook ambassador, PGA Tour golfer Jordan Spieth.
As one of the NFL’s first sports betting partners, FanDuel retains the right to utilise NFL trademarks and brand imagery exclusively in its sports betting apps and advertising.
As an early entrant into sports betting, FanDuel has been able to carve out a market-leading position in the US, along with close rivals DraftKings and BetMGM.
Operators have been busily preparing their new marketing initiatives in anticipation of the forthcoming NFL season which kicks off on 9 September, the same day the state of Arizona commences regulated sports betting.
FanDuel partnered with the Phoenix Suns basketball team to enter the Grand Canyon State and was recently awarded a sports betting licence by Arizona regulators.
Parent company Flutter Entertainment reported a 202% rise in H1 2021 US sports betting revenue to £452m led by FanDuel, reflecting a 540% growth spike in sportsbook and 36% growth in other sports including DFS and TVG racing.
The firm faces stiff competition from its closest rivals, as well as from Caesars and Wynn Resorts, which have both kicked off multi-million-dollar marketing campaigns in a bid to steal market share from FanDuel.
WynnBET, which was recently confirmed in the NFL’s latest tranche of betting partners, debuted a new star-studded sports betting ad campaign featuring Hollywood actor Ben Affleck this week, pledging to spend as much as $100m (£72.6m) on marketing over the next season.
In contrast, Caesars has said it will spend a whopping $1bn on customer acquisition and marketing over the next two and a half years following the rebrand and relaunch of its sportsbook in July.
The rebrand, which consolidated Caesars existing sportsbook with the former William Hill US business, includes a brand new advertising campaign featuring comedian JB Smoove and actor Patton Oswalt.