DraftKings begins global expansion with NFL International deal

DraftKings begins global expansion with NFL International deal

Friday, October 2, 2015 Totally Gaming
Jeffrey Haas referred to DraftKings' 'British invasion' ahead of the operator's UK launch

DraftKings will take its first major promotional steps outside the US this weekend when it backs Sunday’s NFL American football game in London.

The daily fantasy sports (DFS) operator is to launch in the UK later this month and has signed a three-year partnership with the NFL’s International Series, which sees at least three regular-season games take place each year at Wembley Stadium in London, UK.

DratfKings said the new affiliation “marks the first of many steps within DraftKings’ global expansion plans to reach new audiences around the world through both global and local sports”.

The partnership begins with this Sunday’s game between New York Jets and Miami Dolphins, with Buffalo Bills taking on Jacksonville Jaguars and Detroit Lions playing Kansas City Chiefs in the next month.

“Our partnership with the NFL’s International Series provides the ideal platform in which to introduce fans to DraftKings in the UK as we expand beyond the US,” DraftKings’ chief executive Jason Robins said. “As the league looks to introduce more sports fans to American football, we will look to showcase what we believe is the world’s best DFS product to British fans through the support of our new partner.”

DraftKings said it will host events outside of Wembley Stadium prior to all three games, with additional events taking place in central London, at which fans can win merchandise and prizes. The operator said that advertising will also appear during the broadcast of NFL games on Sky Sports in the UK. DraftKings was awarded a UK licence earlier this year and plans to launch in Europe, Asia Pacific and Latin America in 2016.

Jeffrey Haas, chief international officer of DraftKings, added: “The response to DraftKings’ upcoming ‘British invasion’ has been outstanding, and we are thrilled to introduce our product soon to fans in the United Kingdom. This relationship with the NFL is just a taste of what’s to come.”
 

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