NFLPA Joins Forces with DraftKings

Daily fantasy sports platform will feature NFL players in its marketing for the first time.

The NFL Players Association, via its licensing arm NFL Players Inc., has teamed up with the daily fantasy sports destination DraftKings to allow some of the NFL’s top-rated players to participate in DraftKings’ marketing efforts this season.

The new licensing partnership gives DraftKings the right to employ active NFL players for in-product and promotional campaigns across broadcast, print, social media, digital and mobile properties, as well as via experiential, memorabilia and content activations.

“The NFL season is one of the important times of the year for DraftKings and the DFS industry, so to be able to feature NFL players as part of our marketing efforts adds a level of excitement and connectivity to the game that is a huge win for us and our community,” says Jeremy Elbaum, vice president of business development, DraftKings. “The NFLPA represents some of the most celebrated athletes in the world, and we’re looking forward to collaborating with them throughout the season.”

As the popularity of fantasy sports continues to grow, with more than 56 million players in 2015, (a nearly 40 percent year-on-year increase according to global market research company Ipsos), the deal provides DraftKings with a new degree of connectivity by directly involving a group of active NFL players in the marketing and promotion of its daily fantasy sports experience to fans. New England Patriots tight end Rob Gronkowski is already a DraftKings endorser, and DraftKings will work in collaboration with the NFLPA’s Player Services department to procure additional players to feature in its marketing efforts.

“Adding players into the marketing of DraftKings makes daily fantasy gaming more real,” says Gronkowski. “Fans get to see more of our personality and not just our stats.”

The NFLPA licensing business has also welcomed six other new licensees come on board in the first half of 2015 in categories including apparel, toys, digital, mobile and co-branded product. The DraftKings partnership represents the NFLPA’s second licensee in the booming Daily Fantasy Sports category.

“We’re excited that more and more players are going to benefit from the rising growth of fantasy sports and are especially excited to partner with DraftKings, a leader that has helped fuel the growth of daily fantasy sports,” says Ahmad Nassar, president, NFL Players Inc. “DraftKings and NFL players share an important trait as both have intense, dedicated fan bases. By featuring more NFL players in marketing endeavors, DraftKings will offer a new level of authenticity to the daily fantasy experience.”