FanDuel readies $10m Super Bowl sports betting campaign
Four-time Super Bowl champion Rob Gronkowski links up with US market leader on “Kick of Destiny” campaign
FanDuel has confirmed it will potentially give away as much as $10m in free bets as part of a new marketing initiative targeting bettors on Super Bowl LVII.
The giveaway comes as part of a new “Kick of Destiny” campaign in which four-time Super Bowl champion Rob Gronkowski will attempt to kick a field goal during a live Super Bowl LVII television commercial.
If Gronkowski makes the kick, eligible FanDuel account holders will win a share of the $10m in free bets available.
Rob Gronkowski
A former five-time NFL pro-bowler, Gronkowski joined FanDuel in December as a brand ambassador and will appear regularly on the FanDuel TV network.
The network, which launched in August, is spearheaded by Good Morning Football host and NFL Network personality Kay Adams.
FanDuel executive VP of marketing Andrew Sneyd cited the new campaign as a watershed moment for the operator in its marketing strategy.
“Our first ever Super Bowl commercial will be more than just a television spot – it will create a moment that will bring fans together, and give them something to collectively cheer for,” Sneyd said.
“It’s an unprecedented field goal attempt on live TV… so anything can happen,” he added.
To support the campaign, FanDuel will run a series of digital and promotional activities on the ground in Arizona, where the game will take place on February 12 at the State Farm Stadium in Glendale.