FanDuel inks multi-year Buffalo Bills betting partnership
US market leader agrees sponsorship and marketing led deal with NFL stalwarts ahead of New York state’s sports betting launch
FanDuel has agreed a multi-year partnership to become the official mobile sports betting partner of NFL team the Buffalo Bills.
Under the terms of the deal, FanDuel will be able to utilize official Bills marks and logos, as well as gaining access to TV, radio broadcasts and in-game signage and activations at the teams Highmark Stadium.
In addition, FanDuel will become the presenting sponsor of the Buffalo Bills-themed Podcast, Bills by the Numbers, hosted by Steve Tasker and Chris Brown, discussing team updates and key fantasy matchups.
FanDuel chief marketing officer Mike Raffensperger welcomed the new partnership, suggesting these assets would be deployed in the US market leaders impending launch of sports betting in the Empire State, set to begin this weekend following the greenlight from the New York State Gaming Commission.
“The Bills take pride in being a culture that is built on genuine connection with their fans, and we are absurdly fan-focused at FanDuel, making this a natural collaboration,” Raffensperger said.
“As we prepare to bring America’s #1 sportsbook to New York state, we will collaborate with the Bills to bring unique content and experiences to one of the most loyal fanbases in sports,” he added.
Pegula Sports & Entertainment SVP of business development Dan Misko paid tribute to FanDuel’s “strong reputation” among bettors, lauding the potential for collaboration between the two.
“The ways they reach people through engaging and entertaining content is innovative and aligns with how we think about connecting with our fans,” Misko said.
“We’re very excited for all this partnership will offer our valued fans throughout the state of New York as part of their gameday experience and look forward to working with FanDuel for many years to come,” he added.
Elsewhere, FanDuel has agreed a social media led marketing agreement with Sports Gambling Guides (SGG) to market to SGG’s 10 million sports fan database via Instagram, Twitter, and other social media platforms.
The agreement will see FanDuel sports betting assets utilized in SGG’s daily sports content on sporting events as SGG president Troy Paul explained.
“Our fans, average age 21 – 40, are getting their sports scores, information, and video content almost exclusively from Instagram, Twitter, TikTok, Twitch, YouTube, and other social media platforms. It’s delivered in real time and is growing exponentially,” said Paul.