DraftKings uses Liverpool partnership to launch new games

DraftKings uses Liverpool partnership to launch new games

Thursday, March 10, 2016 Totally Gaming
The DFS operator will now offer contests related to the Europa League and Liga Mexico

DraftKings has extended its partnership-led marketing strategy into football by launching its new Uefa Europa League contests through its link up with English Premier League club Liverpool.

The daily fantasy sports (DFS) operator, which has a number of agreements with sports teams in the major North American sports leagues, has this week extended its global product offering to the European football knockout competition and Liga Mexicana, the top-tier competition in Mexico.

DraftKings associated its Europa League launch with Liverpool’s high-profile game against English rival Manchester United tonight (Thursday). Having launched in the UK last month, it already offers contests relating to the English Premier League, UEFA Champions League and Major League Soccer.

“We are increasing our product depth, adding more leagues and contests that appeal to our growing global market,” said Jeffrey Haas, chief international officer at DraftKings.

“Football, as we all know, is the world’s favourite sport and we are proud to see so many daily fantasy football players using DraftKings as their second screen on match days to increase their engagement with and enjoyment of the sports they love.”

DraftKings is the official DFS partner of Premier League sides Arsenal, Liverpool and Watford, the NFL International Series, Major League Baseball, Major League Soccer, the National Hockey League and NASCAR.

It was awarded a UK gambling licence last year, with its football data provided by Perform-owned Opta.

Angus McNab, Perform vice-president (content), North America, said: “Opta is delighted to extend our relationship with DraftKings, so that their customers can enjoy an even greater breadth of competitions and contests. The addition of Liga MX is really exciting and it's great that people will explore the performances of players in this league as well.”


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