On January 8th, 2022, online sports betting was legalized in New York. Big companies like DraftKings and FanDuel quickly launched earning an estimated $91.4 million in revenue through the first 16 days according to legalsportsreport.com. DraftKings has the most partnership deals in the betting services / DFS space. FanDuel ranks #4 according to the SponsorUnited platform.
DraftKings leads the way in the category having the most active deals in the New York market. This includes deals with the New York Giants and New York Mets. In 2021, DraftKings had a 56% increase YOY sponsorship increase while having 85+ deals within 30+ leagues. The most common assets bought besides use of marks, is social media posts 57% of the time, and event content/activation 41%.
Betway ranks #2 in this category having more deals internationally than in the United States. Betway has 19 deals in the UK, 10 deals in Germany and 18 deals in the United States. 13 of the deals in the United Kingdom are with the Premier League. Their largest deal is with West Ham United which includes 12 unique sponsorship assets, this is 10 more than the Totthenham Hotspurs.
After having a deal with the Pat McAfee Show since 2019, FanDuel signed the podcast to a mega deal at roughly $30 million/year according to multiple reports. With online betting now legal in New York state, the New York market is tied with Pittsburgh as FanDuel’s top market. 57% of the brands sponsorship deals are with the 5 Major Pro Sports in the United States.
In total, there is currently over 320 active brands buying sponsorship or media within the betting services & DFS categories while each brand averages 7 deals.